Building Creative Ideas That Move People: Lessons Learned From Surfing

Forbes

5 hours ago

Adam Taylor is the Founder and CEO of Splendor , a 25+ year creative agency - building bold brands and solutions across B2B industries. getty
Once in a great while, you have a moment when the noise of the world fades and everything goes quiet. For me, it happens in the ocean, and it's about as close to perfection as I have ever experienced.
I've been surfing for more than 40 years. It's part balance, part meditation, part movement and 100% mental. It can be a complete reset. There's humility in it—and clarity. Surfing isn't about control. It's about learning to understand, to respect and to respond.
It took me years to realize that same dynamic shows up in my work. In the agency world, great creative isn't about forcing ideas. It's about knowing when to pull back and consider, and when to fearlessly charge with everything you've got.
The ocean has taught me a lot about building teams, working with clients and producing the kind of creative work that moves people. I think other agency professionals can apply these lessons, too. You Have To Read The Situation
You can rush into the lineup unprepared. I have—many times. But I recommend studying the conditions first—the tide, the wind, the angle. Don't guess. Read.
The same approach applies to clients. Don't try to force strategy or creative. Observe. Watch. Listen for what's not being said. Make sure you understand the internal dynamics. Real insight comes from studying what's happening beneath the surface.
You paddle. You're up on your feet. You're not thinking. You're just flowing, and everything else disappears. This is the surfing flow state.
That's the state creative professionals chase too—not just completing tasks, but creating magic. You can't schedule that. But you can create the conditions that allow it. That takes presence. It takes trust. And it takes space to move without second-guessing every decision. Surfing Plus Creativity Equals Legendary Connection
Throughout my life, I've crossed paths with countless creatives, artists and musicians, many of whom were also surfers. One of my biggest idols and inspirations is David Carson, a legendary graphic artist who's also a lifelong surfer. Carson's leadership is rooted in a personal, natural vision, but he drives and continues to sculpt this direction with some of the most successful creative teams of all time. And surfing is a natural expression of what drives that success. Going with the flow, adaptability and an eye on the horizon: All of these factors can propel work in the creative field. You Must Leave Your Ego On The Beach
The ocean doesn't care how good you think you are. If your timing's off, you'll pay for it. It's the same with creative work: Ego doesn't help. Listening does.
I've found that strong leadership isn't about pushing harder. It's about knowing when to direct—and when to step back and let the right idea take shape. When You Wipe Out, You Have To Paddle Back Out
You fall off your board. You reset. You go again. Similarly, not every pitch lands. Not every idea works. But the best teams recover fast. They learn, adjust and get back in position.
Failure isn't the problem. Staying down is. Learn From The Ocean
The creative process, like the ocean, has its own rhythm. You can't control it, but you can respond and flow with it—if you're paying attention.
Take these lessons from the water and apply them to your work: Be patient, stay aware, and move with purpose.
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