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  "description": "Creativity used to be about chasing ideas worth talking about. Now, as tech eats the word “innovation,” Wayne Deakin and Jeff Bowerman argue that real progress still comes from wandering minds, bold experiments, and work that actually moves people.",
  "path": "/innovation-is-a-mindset-not-a-process/",
  "publishedAt": "2026-02-19T09:13:23.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "Subscribe now"
  ],
  "textContent": "“Being creative is fucking hard,” Wayne Deakin vented at The Subthread’s latest community event. The relentless pressure to come up with good ideas and to be constantly innovating is a challenge, but it also encourages a little healthy competition, which Wayne says fuels the industry.\n\nThe founder of Studio Deakin spoke alongside Jeff Bowerman, executive creative director at Dept. Both creatives shared their own approach to breaking new ground, but also opened up about how hard it is to experiment under budget and time constraints.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Innovation Is a Mindset, Not a Process",
  "updatedAt": "2026-04-21T11:14:09.898Z"
}