Single Origin Creative

Nurturing taste through single origin creative

Great art is often the product of a single artist’s vision. The possibility of great art dwindles with two artists and disappears with three. That’s why Iterate Growth is focused on single origin creative.

Most commercial creative work is the result of blending the ideas of multiple people. Blended creative work is often a series of compromises between many people. This results in unremarkable but acceptable work.

Single origin products maintain a distinct flavor profile that is more valuable to buyers because it is unique. At Iterate Growth, we nurture talent that creates single origin creative. Most commercial creative work is blended creative work. What’s the difference between blended creative and single origin creative?

Blended Creative

• Creative work from different creatives combined together

  • Different people are responsible for different parts

  • Components are interpretations

Single Origin Creative

• Created by a single creative

  • All components are manifestations of a singular vision

Single malt whiskey is more valuable than blended whiskey because it carries a distinct flavor profile. Single origin creative is the same. It carries a distinct profile which makes it distinct and memorable from other commercial creative.

Contemporary recruiting filters for pedigree and experience. These attributes are popular filtering mechanisms because it means less work for both recruiter and hiring manager. This paradigm results in people with impressive pedigree and questionable taste hiring other people with impressive pedigree and questionable taste.

Single origin creative requires filtering on the basis of taste. The advantage of recruiting on the basis of taste is that large organizations will never do it. There is an opportunity right now to collect all the creatives with the best taste (but lacking in pedigree and experience).

Here’s what we prioritize at Iterate Growth for our creative collective:

• Taste

• Work style alignment

  • Iterative

    • Weekly iteration cycles

  • Efficient

    • AI Native work flows

    • 10 hours a week max per client

• Communication

  • Direct and clear

• Personality

  • Self-aware

  • Independent

  • Opinionated

If this sounds compelling to think about, I’d love to talk. If we already know each other, text or DM me. If we don’t know each other, you can shoot me an email to kenneth@intj.fund with the following subject line and body.

Subject Line: Single Origin Creative via Substack

Body:

• Days and times you are typically available to speak

• A link to the portfolio of the best creative you know or your own (optional)

• What brand do you think has the best creative taste? (optional prompt)

• MBTI and Enneagram (optional)

A lot of people are speculating about the importance of taste in the age of AI and doing nothing. If you are PE Partner interested in single origin creative for your PortCos, let’s have a conversation.