Koan No. 5

 

A question of Space

Thirty spokes meet in the hub,
but the empty space between them
is the essence of the wheel.

Pots are formed from clay,
but the empty space within it
is the essence of the pot.

Walls withing windows and doors
form the house,
but the empty space within it is the essence of the home.”  
Lao Tse

Commentary

During the development of a campaign we pay a lot of attention to writing a brief that is as accurate as possible. and so we should. But the reason why creative judgement is so critical is that the difference between good creative ideas and indifferent ones is very clear but hard to articulate and impossible to prescribe with the written word.