Don’t hate us for the quantum leap. Not only does it not have to suck, but it can actually be fun. And what is our definition of fun? It’s the opposite of something that sucks. So, really, it’s not much of a leap anyway.
When it doesn’t suck–when, in fact, it’s fun–we don’t dread responding to emails, we look forward to that next video call, we’re absolutely psyched about the shoots, and we feel ignited by the purpose we find in working with brands we want to work with. Because, guess what? We don’t work with brands if we think the process is going to suck! Who’s surprised?
We work with brands and people we want to work with. We do work that inspires us. We relish in our work because we enjoy it and the people who do it with us. We naturally galvanize ourselves into working hard because we don’t think the work sucks. It doesn’t bore us to tears. It doesn’t fill us with overwhelming dread. Why? Because we like it, and we choose wisely. Fun is a choice.
Small Ax Creative is not in the business creating life-sucking, boring content. We’re in the business of disruption. Unless you’ve been mindlessly reading this article like Bob mindlessly goes about his job due to the intense, crushing banality of his life, you’ll realize that we have a purpose, a point, to our disruption. We don’t want that intense, crushing banality. What’s the point of living if that’s the case? We disrupt because chaos is not always entropic. Sometimes, chaos creates change, much like destruction is said to spur creation. Like the Bob Marley lyric on which our name is based, “So if you are the big tree, we are the small ax[e] ready to cut you down.”