And I was actually talk about kind of a
  theme that it's a theme that I really
  enjoy speaking on I've been a
  designer for these 25 years and I
  realized that I'm a pretty good
  designer but a much better teacher so if
  I come off as a business popping things
  pedantic just bear with me "Howdy", you know?
  I would love to go through my long and
  beautiful career and all the work that
  I've done in my life but let's just
  suffice it to say that I'm in the moment
  and the ways that you can keep in touch
  with me is we do very groovy Instagram
  and the best thing to do would be to
  subscribe at jamesvictore.com and we
  will send you the newsletter,
  our newsletter goes out to
  MailChimp and our numbers
  are off the hook
  the read rate, the open rate are nuts
  we keep the national averages  AS so
  we do a good job. So, when I was a child I was full of
  wordplay and I was always drawing on
  everything and I,  in school I drew on the
  books which I was not
  supposed to do and I talk out of water which you're
  not supposed to do I was called "creative"
  and this was not, I learned, it was not a
  compliment. Something I learned very
  early on that my creativity was not
  condoned, was not fostered, was not
  encouraged in school or in my own house
  and it's funny because if I had let that
  dampen my spirits I don't know
  what track I would be on right now.
  I'm very curious. I've never really
  thought about what I would be
  doing if I gave up. Right? So actually
  here, here is actually picture of me when I was a kid.
  I've changed a bit, I've changed a bit
  [laugh from the audience] I think you guys are familiar
  with this idea of growing up creative or
  or or as I call it growing up being the
  weird kid, right? And the one, the thing
  that we hear all the time is this
  why can't you be normal? Right? It's funny
  because Malcolm Gladwell had this
  idea, that he liked to talk about it like
  the 10,000 hours to become an expert at
  something, to become a considered an
  expert. My 10,000 hours
  fewer 10,000 hours started very early my
  10,000 hours started when I was five years old
  My mother would take me shopping with
  her, I was small enough to walk
  underneath the dress racks, right?
  And we would leave the store and she'd
  look down
  Oh Jimmy, because I would have a handful
  of tags that I ripped,  and I was curating,
  I was collecting,
  I was testing my visual acuity I
  was collecting things because of their
  color or because of I did not
  know what it was, the typography or
  imagery, right? My earliest, earliest
  creative memories is when I think I must
  have been like three or four I just had
  a long conversation with my mom another today and
  she's like "Oh, I remember that" and
  we lived in the Air Force, near the Air
  Force. We traveled a lot in,
  I think, New Mexico and there was a
  backyard about this
  big and it was all concrete and
  my older sisters had left out their
  crayons. Earliest visual memory was
  seeing this puddle of melted crayons and
  it's funny because I'm not really going
  to show one project, I am not going
  to show a lot of work but that's
  what I do for a living. The word play
  that's what I do for a living, the puns
  that's why I do for a living. The drawing
  on everything that's what I do for a
  living. Why can't I be normal? Because
  this is what fucking normal looks like
  I don't want fucking normal, you don't
  want normal. Normal is lifeless, normal  DISCOUNTS. [on the picture]
  So the idea that I've been out
  teaching these days is called the
  things that made you weird as a kid make
  you great today
  right?  [claps] The idea is. I love it. Tapped clap. You know, we all born wildly creative,
  wildly creative,  full of word play,
  full of ideas.
  George [Wheelwright] & [Edwin H.] Land, I don't know if you guys
  know George [Edwin H.] Land in the late 50s
  he invented the land camera. Early smart guy
  He was taking pictures
  with brownie and his daughter said
  "Opening scene" and he thought: "Oh, shit so he
  invented the land camera that became
  Polaroid, right? He was a
  jack-of-all-trades interested in
  creativity he did a test and he found
  a group of fifteen hundred
  five-year-olds and he measured them for
  15 years and at five years old
  93% were highly creative at ten years
  old 45 percent were highly creative,  at fifteen years old
  it's down to like 15% are
  highly creative and he didn't have any
  answers but you have to think the most
  important question in the world. He says: "Where goes it go?"
  You guys know, you guys know
  where it goes it's not taught in school
  it's not fostered as I said before but
  the biggest reason the biggest reason
  that we give away our creativity is
  to fit in, to find our tribe,
  the reason we lack creativity in our culture
  is we're just afraid to be wrong, afraid
  to make a fool of ourselves, right?
  I like this idea and I talk about it
  For the last year I've been the I've
  written a column regularly for the
  entrepreneur magazine, the last page of
  entrepreneur magazine I write and I
  illustrate it and we used this idea of
  the things that make you weird
  as a kid will make you great tomorrow.
  because when I wrote this literally in
  the gutter of my sketchbooks and just
  photographed it within the magazine I
  was working on I was working on
  a new book and I was literally thinking
  about me as a kid being creative and the
  response to a little lack of response to it,
  you know? I had an assistant last
  year, my last year in New York we had an
  assistant from Moscow. She was
  working for an Internet company, huge
  company that made tons of money but she
  had a very uncreative job and she knew
  about us and she came to New York to
  work with us and after she got
  comfortable with us we were having
  the drinks and she told me this story,
  she says: James, when I was a little
  girl I loved my parents so much
  and I was an artist
  I wanted to show my parents how
  much I loved them so I drew the best
  picture I could of them on the wall in
  my bedroom. You guys know what's going on up, right?
  So she invites her parents in and they
  flip, they flip and she's telling me the
  story with tears in her eyes because she
  knows right that in there they killed her
  creatively, just [pop] like a cigarette butt,
  right? So the reason that this idea is
  important a reason I know we can fact
  check everything we find precedent for
  everything if we're going to put it down
  in the world we have to find a precedent
  for it
  it sounds very funny to say things I made
  as a kid make me great today
  but there's precedent for it and the
  president is the thing that says in the
  particular lies the universal that
  means your hopes and fears and the
  things that you love are important to
  other people as well and the more you
  can access and the more authentic and
  more vulnerable you can be, the more
  meaning it'll have for other people and
  when I first heard about this idea
  it was from this very charming chap
  named James Joyce and I was reading a
  old copy of 'Dubliners' and in
  'Dubliners' there's like I don't know
  what's the number of chapters. Each
  chapter is a part of his life from birth.
  The last chapter is called Death and
  I'm reading it foreword and James Joyce
  is saying: In each chapter I'm describing
  people in my life, the people I loved
  and the people I hated
  It's called 'Dubliners' because it is his hometown
  he said, I can describe my hometown I
  will be describing everywhere
  because in the particular lies the
  universal, right? I've never noticed. Have you
  seen this picture before, right? How do you
  ever know that, that is his head is going
  one way and his hat is going another
  like they said, hey we're
  ....., lets go
  and his head just sat.
  So recently, oddly enough, recently I was
  reading another book another something
  else that someone wants to read
  very often, someone I was talking to, and I was
  reading one of my favorite poets from
  nine hundred years ago - Rumi, and
  there's a line inside one of Rumi's poems
  that James Joyce must have
  seen but Rumi says it even in a more
  beautiful way, of course, he said: "In the
  particular glows the universal, it doesn't
  just lie there it glows, right? So that's
  your particular, your sense of the
  Macao, your sense of sexuality, your sense
  of who you are. That's the best, most
  important tool you have, like I'm the
  last guy people will come to for
  practical or responsible advice
  but this is the best business advice I can
  give you because this is how you find
  your audience, not an audience, you don't wanna
  sell to everybody because they don't
  care, you wanna find your audience.
  Somebody writes me recently and they were
  afraid, cause he said, I'm afraid my audience
  is going to dry up. If someone
  buys Toulouse-Lautrec posters they don't
  have one,
  they've got as many as they can get don't
  worry about that. Just be you.
  Just put it out there.
  So this idea in a particular lies
  universal is important but and that's a
  fussy but, out of focus,  but it only
  works if you put it in your work, it only
  works if you put it in your work, if you
  hoard it if you keep it close to your
  chest if you don't let people know who
  you are and this gift that you happen to
  have in you, it's a sin.
  it's just a sin because you've got
  to put it out in the world you've got to
  test it, you've got to let it go
  I mean that, Jesus Christ, we're freaking
  awesome. People are wearing
  shirts that says what? Keep Austin what?
  Weird. [Austin's slogan] So I'll take you
  through a
  project that we did  two years ago
  it's kind of fitting to do it right now
  because this project all the work
  in this project is now hanging in the
  exhibition of Cooper Hewitt [museum] in New York
  right now. And it's a project for a
  client that you would never think that
  you could do good work for or that you
  never think that you could do your work
  for, right? So the thing about the things
  that make you weird as a kid or in the
  particular lies universal here's the
  thing. One. When you understand this and
  you accept this in your life,
  you never have to make anything up,
  you never have to make anything up.  My answer,
  any time any project comes in, it's very
  simple I say, hmm what do I think? What do
  I want have to say here. Two.
  And this is the biggest, it allows you
  to be you, right?  'cause you don't have to try
  to be somebody you don't have to change.
  I had this assistant before the
  Russian girl, I had an assistant and
  every time a job came in I became like
  an old school one, I was working
  with the ruler basically all the time
  because every time a job came in, you
  know, you go: Oh what do they want?
  I'm like what they, I don't know what
  they want. They want us. Just put your
  knuckles out, right? They want us, get to
  know this. They come to you because they
  want you already, right? So the DOP I
  don't know if you know this, it is the
  Department of
  Probation. I don't know if you know what
  that means because you're all good
  people,  outstanding but it means
  you're in New York City having a really
  good time maybe too good and you do
  something kind of dumb and you get
  arrested but it's not so bad that you
  have to go to jail but you have to go to
  the DOP and you probably have to go to the
  DOP depending on the severity of your
  stupidity, you have to go to DOP once a month,
  twice a month, whatever and when you go
  there it's just a big ugly office like
  like, like I don't even know like a DOP
  I would like to say the DMV [Department of Motor Vehicles]
  but I've been to the DMV
  and it is quite nice [laughs from the audience]
  If it was like in Dante's vision of hell,
  right? It would be below the French and
  maybe above I don't know ...
  So we got the gig
  along with a pal of mine who's an
  architect to redesign the 33 hubs,
  33 offices of inner city Department
  of Probation and from the ceiling tiles
  that were falling down to the
  in urine soaked carpets. The whole thing.
  We got rid of everything.
  It was just a horrible place to be in
  basically when you go to the DOP you
  better have your afternoon free,
  there not anything going on
  because you're going to sit and wait
  you're going to sign some papers and then
  you're going to sit down again,
  you're going to talk to somebody
  then you will sit down again, right?
  So let me give you an idea.
  When we first got there this was their,
  their,  what's called, how guys you call it?
  UI/UX? Is that right?
  This was their user experience, right?
  The signage, the signage, all this different signs.
  They were glass in cases,
  with those locks
  like they have them in gun shops, right?
  or like art stores where they have
  nice ..., right? So, we finally got,
  We were touring some of these early offices and
  we got in and we said, we have to open
  it up and see what's inside there,
  They were like: Oh, we have no key,
  Wow. So we get in there and there were
  literally documents from the 80-s, just
  dust covers.  They haven't been
  updated any of their paperwork.
  Nobody cared, basically, nobody cared
  and when you went in, you talk to people
  through a,  through a hole in the glass
  like you were buying booze in Russia or
  you know, and these big huge wooden benches,
  massive wooden benches, just big enough
  that you couldn't stab anybody with
  So this huge wooden benches and
  you're saying: Well, would it look sweet in
  my house, right? Do you know how much sage
  you have to burn to get karma out of
  that? So here I'll give you a tour,
  a quick tour of the old DOP.
  Welcome! Have a seat.
  Shut the hell up, right? but this is the
  signage, this is their signage, it basically says you have
  no friends, you have no enemies, I mean
  there's no family, no nothing, right?
  It says, NO EATING, NO DRINKING, NO SMOKING,
  and someone had to foresight and said:
  "I think they should sit back straight
  in there", you know, their wisdom.
  I am not like a designer's Designer, like the space between words this way, the space between that, I don't really care about,
  like I'm not one of those guys but
  when it says NO SLEEPING IS
  ALLOWED IN THIS AREA I don't know if you can see,
  the only only thing they did correctly
  in this thing was that they said THANK YOU on the bottom. That's important.
  That's important. So we're, we're
  I know, I wish I had that
  So we get the job to redesign the
  basically the, this another like fancy
  word for, basically the signs that say
  TO THE BATHROOM and
  the way find it, and, you know, update their paperwork
  they didn't even have a logo,
  like every New York city office has a logo
  they didn't even have one. So we're in
  the studio and we're thinking about this
  gig and we've just been asked for that
  thin elemental of design,
  color and typography that's like the
  first thing we can do and it does
  a lot, just color and typography is
  important. They had neither at this
  point but I said, listen there's, there's
  not a lot of room in the budget and
  there's not a lot of time we had like
  literally two weeks because basically
  the way it worked is City Hall is
  they get your money you have to use it
  in a very short time frame where you
  don't get the next allotment of money
  and working with the city in that way
  was really tricky, not fun
  but we didn't have a lot of time and we
  didn't even have much of a budget but
  I said you know what we should do and
  here's the test of your
  "In a particular lies universal" Here's
  when you know you have a good idea and
  it goes like this. You're hanging out
  with some friends and you're thinking
  about a job or you're saying, Oh, what are
  you working on your job? You
  looked up this thing and you have maybe a beer or two
  or you're chatting and
  at some point you go like this, you know, you know
  would be really good, right?
  Whatever you're thinking let's just do it,
  just do it. So we've got to that point and I said,
  You know what would be really good? When I was a child, there was
  a poster that said
  "Hanging there, Kitty" and I said, that's
  what I think that's what this client
  would like. They have nothing but time.
  They going to just walk around and look
  out the window or read something they
  should sit up straight or whatever.
  Let's make some inspirational,
  motivational posters. So we did.
  We suggested them and they said, fine
  because there wasn't a lot of time
  and we were working with the
  boss, working with the guy,
  Vince Shiraldi, real sweetie, real genius and
  he was the perfect client and I hope
  that you guys get an option to have
  a client like this who just says, there's a
  lot of kickback on a lot of what we did
  but a lot got through, it is pretty
  surprising. So what we did is we just
  move forward and we made motivational
  posters based on these things.
  You know well how these things work, right?
  So this guy was in the gym at
  where I used to live and
  in the men's room as I walked out
  to go to go into the gym I would look at
  this eagle and I would say, oh thank you.
  For you I'm going to do ten more push-ups. Eagle.
  You know eagle it's just so funny the eagle
  just says VISION, right, cause
  eagles have good eyesight, so we started
  making our posters and
  our  Eagle says THERE ARE NO SHORTCUTS
  and we basically wrote these blocks
  of text underneath these posters to kind
  of reaffirms because this client
  has nothing but time they can read, right?
  So someone says "do the work,
  the process is everything if you cheat,
  you compromise your
  transformation and come out of the other
  side unchanged." Still a knucklehead.
  We didn't write a knucklehead,
  ours said asshole.
  They didn't like that. And if you don't
  like doing the work the first time
  you're going to hate doing it again.
  Do the work. And the way we came up with
  this tone was I have a 19 year old son
  this way I'd like to talk to him.
  because I felt quite frankly that this client had not
  been spoken to directly like that for a
  while, right? So we did the bunch of goofy
  things. We added a bunch of logos
  because I think the poster without a
  logo just doesn't look that good.
  I put a logo on that it's just
  like, damn, someone spending money on that.
  It must mean something, right? So we we
  made a bunch of goofy logos. And this one
  also says "Stop smoking", I just thought it
  was good idea. Now we have to jet a team
  work so we used jets and our jets say
  ASK FOR HELP
  This is the place to ask for help
  you don't want to come back here, they
  don't want you back here, ask for help
  the hardest thing to do in the world,
  right? I won't even tell you about that
  the farting moon. We don't have long
  enough here to talk about these things. So we did
  the footprints in the sand. Classic.
  So we did footprints, we turned our
  footprints upside down. It says
  DOES IMPROVE YOURSELF. CHANGE THE WORLD.
  START HERE START SMALL, pretty good advice
  Just start. Starting is the hardest part,
  right? And momentum is your fact,
  once you start, don't stop.
  Then, of course, the beach scene, it says VISION
  underneath, cause beaches have good vision [laughs]
  So we used the beach scene and we turned it
  sideways we called it LESSON IN
  PERSPECTIVE. Our lesson in
  perspective is that you have no friends
  you have no enemies you only have
  teachers. This is straight out of Viktor Frankl.
  Like if you can understand,
  you could possibly with the right
  attitude and the right perspective learn from your
  worst tormentor, right? Then you're a
  genius. Then you have self-knowledge.
  So this is what the stuff looks like, we get, they all
  have little fake cigarette warning.
  This warning says
  THIS TOO SHALL PASS
  little hero logo, a victim logo but we
  cross that one out. Little thumbs up
  that's what the place looks like now
  this what looks like now. Really quickly
  I know that time is running out really
  quickly. Picking colors for the
  furniture was like showing them the
  screens and they were like, oh no we can't
  agree, like oh that's okay this
  furniture comes in orange, too, ,oh no we
  cannot have orange. Why? They're both
  gang colors.
  Can we go backwards and you can tell us what gang colors are?
  and we can, you know, I said ok, what is it?
  Red,  orange, yellow, green, blue,
  indigo, violet, brown, you know,
  this shit don't come seen through.
  So again this is what it looks like and I said
  it started with the kitty poster and
  this Kitty poster has a whole
  long story too but what happened is,
  you know, we presented our change
  It'll get better, hold on. So it's not getting better. Oh, well.
  We started with this, we started
  with Let Go Kitty, let go everything
  you've come from the past that brought you to
  this point so just let go, hanging in there is
  not good advice, keep doing what you're
  doing [laughs]
  run faster but the problem is and I
  wanted to tell you the huge long story
  but in the final meeting where we had to
  meet 40 other people in the DOP there
  was a voice in the back at the very end
  of the meeting after Vince Shiraldi had left
  the meeting I was like, no stay, he's like it's okay,
  you know. The floor was
  opened up for questions and a little
  girl in the back raise your hand, she said
  I think the Kitty poster will inspire some
  people to commit suicide.
  So we lost the kitty, lost the kitty and
  replaced it with the universe and
  there's one little planet circled over
  there and it says this is your anus [laughs], so if you're like
  10 years old and you go with DOP
  that's the funny shit [laughs]
  So again, this idea of the things that made you as a kid
  make you great today, if you put it in
  your work if you put it in your life
  I have adult mentees, people I train
  through Skype, and why not, we talk to
  every month and they're just trying to
  be themselves. I have a gal [girl] who
  has been, she's been LGBT her whole life
  and nobody knows and I'm like, that must
  be a horrible burden. She's like, yes it is,
  the next time we've talked she said I
  came out to my mother and everything's
  cool. I like Ahh. And the funny thing
  she has this other things, she've got this
  duality in her work and she's
  like but I go to these LGBT parties and I
  write poetry on these beautiful
  naked bodies but for a living I can't tell
  anybody I do that. I said here's a new
  website. You've got a new website
  You've got two buttons.
  you've got good girl and bad girl
  And she is, I love this! The second time we
  talked she said I've got the new website
  it's a good girl and a bad girl and If you
  click on good girl it says "Nothing to
  see here go to bad girl" [laughs]
  Just own it. This is how you find your people.
  The true audience. Listen, it's about
  celebrating yourself, celebrating your
  creativity and it's so hard to do.
  I know. I know. I'm trying every day and I mean
  it's like privileged atmosphere
  when I am freaking white male middle
  class whatever but you know what, as far
  as what happened two days ago [Trump's election] our
  creativity is going to be threatened
  your ability to be just who the fuck you
  are is going to be threatened. So own up to it,
  live up to it, celebrated it. Thank you!
  You guys are awesome! [clapping]
  
        
      
 
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