Conceptual Thinking

In April 2018, I ran into an old friend of mine, whom I hadn’t seen in ages. We crossed paths in front of a coffee shop and, as it always happens in situations like this, we started chitchatting, asking questions such as “so, whatchu been up to?”, or “how’s the family?”, etc.

I started, by telling her how I’d embarked on a solo flight, and was dedicating myself to working exclusively with concepts. Now, it was her turn, and she started telling me about how she was applying to a master’s degree. Or was it a PhD degree? Well, I can’t remember exactly.

But I do remember what her thesis was going to be about: she wanted to talk about Artificial Intelligence, specifically through the eyes of American inventor and futurist Ray Kurzweil, author of “How to Create a Mind: The Secret of Human Thought Revealed”.

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This is the book my friend chose as the foundation of her thesis. In it, Kurzweil presents us with concepts such as singularity, talks about something called neocortex (apparently, it’s something that is part of our brain) and discusses the origins of consciousness.

Didn’t get any of that? Well, welcome to the club then. Me neither. ;o)

In any case, it was after this brief chitchat with this old friend that I started to deliberately pay more attention to conversations happening around me. And I came to realize that Artificial Intelligence is now virtually everywhere. Everyone’s talking about either A.I or machine learning. And honestly, I am not particularly fond of this subject. Not because I find it boring, quite the contrary. I find it fascinating.

It’s because I find it scary. Super scary. And I’m not even ashamed of admitting to it. I can’t pinpoint a specific reason why, but I guess it’s because my generation grew up watching movies that depicted the Machine Uprising as a super somber and incredibly frightful event.

I still remember when my pre-teenage self watched the first Blade Runner (1982, by Ridley Scott), the first Terminator (1984, by James Cameron), and many years later, as an adult, the first The Matrix (1999, by the Wachowsky Brothers – currently sisters).

If you ever watched theses movies, then you know what I’m talking about: no one deserves to live in a world ruled by machines, am I right? At least, in the cinematic view of Hollywood, this world is always shown as a sterile, dystopian wasteland plagued by desolation.

So I guess that’s why: these three films consolidated in me the unassailable conviction that creating a machine that’s more intelligent than a human being isn’t necessarily the brightest of ideas. ;o)

Anyway, if my fears were generated by the sci-fi movies I’ve watched, there’s another fear that almost everyone has, and that is real, tangible, palpable, and has nothing to do with fiction: unemployment. It’s no surprise that machines will irrevocably replace men and women as a workforce. It’s not something that will happen. It’s something that’s already happening. There are already Audio Response Units being operated by AI, rendering thousands of Call Center professionals obsolete.

Fortunately, there’s hope. At least, according to Taiwan’s Lee Kai Fu, considered by many to be the ultimate authority in A.I. As we’ve seen on this post, there are certain activities that machines will never be able to perform, no matter how smart of intelligent they are or become. One of these activities is thinking conceptually (you were probably already wondering what in the world does any of this had to do with concepts, right?).

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That’s when it hit me: do people know what it means to think conceptually? How does one define conceptual thinking? Well, I have my own definition, which is completely subjective and entirely based on empirical arguments. Chances are, my definition is probably not the correct one. It might be ONE of the correct ones. But most likely, not THE correct one.

So, I did what most people would. I went on the Internet. I looked for other sources. Surprisingly, 100% of the definitions I found were answers to questions such as “how will conceptual thinking help the leaders of tomorrow?”, or “how to improve your career by thinking conceptually?”. Stuff like that. Which proves that people are, indeed, willingly searching for ways to develop this talent, in order to survive the inevitable and irreversible A.I wave.

Out of all definitions I stumbled upon, I think five are worth mentioning. They are: 


Conceptual thinking is the practice of connecting abstract, disparate ideas to deepen understanding, create new ideas and reflect on past decisions to improve future outcomes. 
— From American worldwide employment website Indeed

Conceptual thinking is an intuitive sense of the bigger picture, a proclivity for thinking in long-term horizons.
— From American business magazine Inc.

Conceptual thinkers have an astute understanding of why something is being done.
— From targeted leadership development program The Complete Leader

Conceptual thinking consists of the ability to find connections or patterns between abstract ideas and then piece them together to form a complete picture.
— From American business magazine Forbes

Conceptual thinking means that when a new project lands on your plate, you’re not one to roll up your sleeves and jump into tasks. In other words, you have a strong desire to understand the “why” behind every project.
— From professional and personal development platform Fingerprint for Success

As far as conceptual thinking goes, each of these definitions has something that rings true to me. As a matter of fact, I’ll be the first to admit that every single one of them, one way of another, reveals at least one piece of my own conceptual thinking process. For example: 

  1. My complete inability to be focus on the “small picture”, and the tendency to always see the “big picture”.

  2. The quasi-involuntary movement towards the deeper questions and conversations, as a result of my thirst for knowledge.

  3. A natural talent (I swear, I have no idea where it comes from) to establish and/or find connections between ideas, thoughts and concepts that, at first, have absolutely nothing to do with each other.

  4. How I always see the act of reflecting on past decisions and the act of improving future outcomes as a cause and effect relationship.

  5. Most importantly, my desperate need to understand why. I’m always asking why. A-L-W-A-Y-S (which, I admit, makes my life and that of my friends and family, THAT MUCH more difficult. Sorry, guys… ;o))

When I’m thinking conceptually, these five points, or steps, or whatever you want to call them, they’re always there, on some level. But if I had to pick one, the one that is the most prevalent, I’d say number 5 is the one closest to my heart. It’s the one that best mirrors my own definition of conceptual thinking, which I’d like to – humbly – share with you guys. 

To me, conceptual thinking is nothing more than thinking about the whys.

In case you’ve been following this blog since the very beginning, first… well, I’d like to say thank you so very much! Second, you probably already know that, with concepts, there’s always a reason-why. We’ve been repeating that so many times, it sounds like a mantra by now. But that’s because it’s true. Here’s an example.

Yesterday, I was exchanging messages with a very dear friend by WhatsApp, and she told me she had bought a T-Shirt with a Nina Simone motif, that I share with you all below.

Upon sending me the picture of the T-Shirt, we engaged in the following conversation, where she was telling me how she was starting to see things and think about them conceptually:

Her: Saw this T-Shirt and immediately started thinking about the concept… hahaha
Her: That’s Nina Simone
Her: I thought it was pretty creative, to write “Be Free” on her hair
Her: see what you’re doing to me… hahaha

Me: Right???
Me: Awesome!!!!!!!
Me: Isn’t it amazing when we start seeing things this way?

Her: it’s really cool. I’d never stopped to think about this

Me: Ain’t that cool?
Me: I love it
Me: I think it’s incredible
Me: That the freedom

Her: I bought this T-Shirt because I found it super creative…hahaha

Me: Is represented in Nina Simone’s hair
Me: something so powerful: an Afro
Me: OMG
Me: That’s great
Me: so, so meaningful

Her: exactly, she was an activist for the Civil Rights Movement
Her: so, yeah, it’s very meaningful 

It was a pretty ordinary conversation… but, to me, an extremely conceptual one. After all, we were discussing the whys behind the drawing. We were thinking about why the designer chose to convey that message in this particular way. Let’s face it: there were a million other ways to express the idea of “a cry for freedom”. But the artist who created the T-Shirt decided to express it THIS way.

Why? (1)

Well, it certainly has to do with the protagonist’s context. The fact that Nina Simone was an activist who fought for racial equality is probably one reason. The fact that she herself had experienced racism is another. Being able to translate all these ideas with one single image adds new depth to the T-shirt’s motif. There’s a connection between the image of an Afro and Simone’s strength, resilience, creativity and individuality.

We can keep asking more whys. For example, of all the different hairdos used by the singer throughout her career, why (2) pick the Afro?

Well, maybe it’s a reference to a concert she performed at in the Netherlands, in 1965. She opened that show with the song Four Women (from the Wild is The Wind album), singing:

“My skin is black, my arms are long.
My hair is woolly, my back is strong.”

As she gently strokes her own Afro, she concludes:

“And one of the women’s hair,” she says, “is like mine.” 

That’s just absolutely beautiful, isn’t it?

I don’t even know if my speculations are actually leading us to the right answers. But I do know that the more I ask “why”, the deeper I get into the subject at hand, the better I understand the context and the further I get in my quest for knowledge. Consequently, I’m able to find and establish more connections, and when eventually find the answers to all these different “whys”, I’m that much more prepared and equipped to present them.

But let’s keep going. We were talking about Simone’s Afro. Have you noticed how the colors, in B&W, not only reinforce the details of her face, but also emphasize the blackness of her hair? Why (3) do you think that is? 

I’d say that, perhaps, the artist who illustrated the T-Shirt was listening to “Black Is The Color Of My True Love’s Hair”, from the 1959 Nina Simone at Town Hall album, during the creative process. Or maybe he did that intentionally, so that the words, the message, the call-to-action “Be Free” would have and even more striking appearance.

While we’re at it, why (4) choose these exact words: “be free”? Why not “Be strong”? Why not “Be brave”?

My guess is that it is a reference to the song “I Wish I Knew How It Would Feel To Be Free”, do, from the 1967 Silk & Soul album. Also because this song was played over and over again as an anthem to the Civil Right Movement in the United States of America of the 1960s. No wonder the box that presents us with Nina Simone’s ultimate body of work (3 CDs and 1 DVD) is called “To Be Free: The Nina Simone Story”. Finally, another reason is because it’s probably an homage to her definition os freedom, which she gave during an interview in 1968: “I’ll tell you what freedom is to me: freedom is NO FEAR!”.

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On this post, Lee Kai Fu said that the types of work that Artificial Intelligence will never be able to do fal into two large buckets.  

1)     Those that require creativity, strategy and conceptual thinking.
2)    Those that require compassion, empathy and human connection.

With that in mind, let’s tackle the biggest of all whys: why Nina Simone? There are so many other icons and personalities that the artist could have chosen. Why create a motif with her face?

Here are some of the hypotheses I was able to conjure up as to why the artist picked Nina Simone.

Nina Simone, the artist, oozed creativity. On that, I think we can all agree, right?

Nina Simone, the activist, used her own voice to give voice to the Civil Rights Movement. If that’s not a BRILLIANT strategy, then I don’t know what is.

Nina Simone, the human being, was bred – from her earliest childhood – to question everything. From Muriel Mazzanovich (her piano teacher) to Lorraine Hansberry (who introduced her to the ideas of Marx and Lenin) to Betty Shabazz (Malcolm X’s wife), the people who have accompanied Simone throughout her life have always encouraged her to think about the “whys” behind the Zeitgeist and the society she was born into.

In terms of compassion, empathy and human connection, instead of talking about it, I suggest you guys watch “What Happened, Miss Simone?”, a 2015 documentary available on Netflix. At a certain point, we’re invited to participate in a gig she played in Paris, when she was at her lowest point (in terms of her career and also her health).

Playing at a tiny Café, to an even tinier crowd, and being paid a mere USD 300 a night (which is shameful – to say the least – for someone of her status and genius), she starts the show by asking the crowd, in French (a clear sign of empathy): “Est-ce que vous parlez anglais?” (Do you speak English?)

The response of the crowd clearly indicated that most of them didn’t speak English, so she procedes to sing (almost in a whisper): “Vous êtes seul, mais je désire être avec vous” (You’re alone, but my desire is to be with you). I don’t know about you, but at least in my eyes, someone who makes the effort to acknowledge and soothe somebody else’s loneliness – despite being at her worst lowest – is someone who embodies compassion and craves human connection.

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These are some of the reasons that might explain why the artist chose Nina Simone to feature on the T-shirt. Truth is, we could have just taken a look at the T-shirt and thought: “wow, that’s a cool motif”. Or we could have seen the image and thought: “now, that’s a beautiful illustration”. And all would be right with the world. After all, the image is indeed beautiful and cool.

However, by thinking conceptually about it, by thinking about all the whys that led to the creating of the T-shirt, we went above and beyond.

We inevitably delved into the subject, discovering more about Nina Simone's career, about her life, finding some answers here and there, but above all, reaching a definitive, irrefutable and unquestionable conclusion: that no machine, no matter how intelligent or smart, will ever be able to create what Nina Simone created; do what she did; or move us in the same way she did and still does. Never. Ever.

That’s not me saying it. It’s Lee Kai Fu.

I wholeheartedly agree. And I even dare taking it a step further. In my opinion, no one will ever be able to equal Nina Simone’s artistry or legacy. I don’t care if you’re a machine or a human being. No one. To me, that’s pretty obvious. But hey, that’s just my opinion, right? Some of you guys might not agree with me.

And if that’s the case, then I will kindly ask you to think again.

Conceptually, if you don’t mind. ;o)

Neon Genesis Evangelion

Do you guys remember that cousin I talked about on this post? The Historian? On June 9th 2020, during the pandemic and two days after my birthday, he sent me the following message, calling me by my childhood nickname “fu”: 

Him: yo fu
Him: check this video out, now I’m finally starting to get what you do for a living
Him: what are the odds of my learning a bit more about your work in a video about anime

When he talks about my “work”, he means the act of conceptualizing.

And the video he asked me to watch is actually one of the episodes of Brazilian Youtube channel mimimidias, on which designer Leonardo Oliveira analyzes the design of Neon Genesis Evangelion, the famous Japanese anime series created by animator and filmmaker Hideaki Anno, in 1995.

Up until that point, I had never even heard of that series. My incredibly limited knowledge about the Japanese anime universe was comprised of 3 films alone: Akira (1988, by Katsuhiro Otomo), Ghost In The Shell (1995, by Mamoru Oshii) and Spirited Away (2003, by Hayao Miyazaki).

Which is why I asked him to tell me a bit more about the series. And the following dialogue ensued:

Him: You should watch this anime series
Him: If you have some time to spare
Him: And enjoy feeling bored and sad at the same time
Him: I highly recommend it
Me: hahaha
Me: Awesome
Him: Kakaka (that’s LOL in Portuguese)

(My cousing has a pretty weird sense of humor. But for some – even weirder – reason, it works for me. ;o))

Me: I actually do like anime
Me: but I don’t watch it a lot. not really sure why
Him: it’s on Netflix
Him: And you know what?
Him: No spoilers here
Him: But I think the final two episodes
Him: will change your life
Him: Bro
Him: Your being an all-the-feels type dude
Him: You’ll be deeply touched by the last two episodes
Him: as well as by the closing scene

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From this point forth, the conversation starts getting a little bit deeper, and as my cousin starts revealing more details about the series, words like “meaning”, “message” and “philosophical” start popping up.  

Him: I’ll tell you what
Him: I started watching the series cuz I wanted to see some robots kicking some kaiju butt
Me: HAHAHAHAHAHAHAHAHA
Him: By the time I was done, I was looking for a therapist
Him: That series ain’t no joke
Me: HAHAHAHAHAHAHAHAH
Him: I spent 3 days suffering from existential crisis
Me: Hahaha
Him: Bruh, the last two episodes
Him: You watch them and at first, you don’t understand anything
Him: But then, you start reflecting on the meaning of the message
Him: It’s really sad, but also very hopeful
Me: damn
Me: that’s wassup!!
Me: but I still didn’t get it. What is it exactly? A cartoon? A movie?
Him: it’s a series
Me: ohhh ok
Me: gotcha
Him: You got monsters fighting humans
Him: That’s all I’m gonna say
Him: But the narrative
Him: There’s a super strong philosophical backbone to it
Him: The hedgehog dilemma
Him: That’s everything u need to know

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Now, it was me who wanted to learn more and dig a little deeper.

Me: hedgehog dilemma? What the hell is that? hahaha
Me: bro
Him: There are a lot of symbolisms, religious nexuses, and all. But that’s not what matters
Me: talking to you is like having food for thought for daaaayyyys homie
Him: the hedgehog dilemma is what lies at the core
Eu: hahahaha
Eu: awesome!

At this point in the conversation, my cousin excuses himself, checks Wikipedia and comes back with this.

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Him: The hedgehog's dilemma, or sometimes the porcupine dilemma, is a metaphor about the challenges of human intimacy. It describes a situation in which a group of hedgehogs seek to move close to one another to share heat during cold weather. They must remain apart, however, as they cannot avoid hurting one another with their sharp spines. Though they all share the intention of a close reciprocal relationship, this may not occur, for reasons they cannot avoid.

Him: basically, it’s what makes us human. It’s what brings us pain and suffering
Him: Bruh, I’ma stop talking
Him: Or I’ll spoil it for you
Me: ohhhhh yeah! I got it. I’ve heard of this dilemma before. I didn’t know it was called hedgehog. Gotcha! Cool. I’m sold. I’m so gonna watch that series!
Him: neon genesis evangelion, 1995
Him: make sure you don’t watch the wrong one
Him: there are various movies and reboots
Me: ok
Me: neon genesis evangelion
Me: well
Him: don’t be sad ok?
Him: everything turns out fine in the end
Me: that’s what I was gonna say, bro
Me: knowing how soft I am
Me: if I kill myself later
Me: You know who’s to blame
Him: yeah, so
Me: I’ma leave you a letter
Me: hahaha
Him: if you finish the series
Him: you’ll come out with a renewed zest for life
Him: kkkakkaa (that’s LOL in Portuguese)
Him: but you gotta finish it
Me: and the letter will say: WWWWWHHHHHYYYYYY???????
Him: kkaskkksakaksks (that’s LMAO in Portuguese)
Me: HAHAHA

This is what he had to tell me about Neon Genesis Evangelion. It’s extremely intriguing. As I mentioned during the dialogue, it seems like this series is the perfect all-you-can-eat buffet of food for thought.

But to be honest, considering that I am indeed a super “all-the-feels” type dude, with the pandemic and the amount of heavy and sad news we’ve been exposed to every single day, I must confess that I didn’t succeed at mustering up the courage to dive into the series. I feared that I wouldn’t be able to handle it.

Instead, I decided to watch those super sweet Christmas-y romantic comedies. You know what I’m talking about right? The kind of movie that is hyper predictable from the get-go, that unfolds with good vibes oozing in every single scene, leading to a happy ending, and that is made for the whole family. That’s what I’ve been watching lately. In any case, Neon Genesis Evangelion is still definitely on the list.

Well, I might not have watched the series yet, but I did watch the video my cousin sent me (below). And by the end of it, I got why he said he finally understood what I did for a living. I understood the reason why he said he was able to learn a little bit more about my “work”: creating concepts.

There’s a particular scene of the video, from 2’08” – 3’10”, where designer Leonardo de Oliveira, while analyzing the visual elements of the series, says: 

“Today we’re here to talk about the design of Evangelion. It’s fairly easy to see the visual elements of any artistic work as the result of the creative insight – the gift, if you will – of any given artist, right? But that’s not exactly accurate. When we talk about design, in this case, that of Evangelion, it’s super easy for people to think specifically and solely about the aesthetics of it, the visual aspect. However, it’s deeper than that. Design is more than that.

Design is about the project. It’s about conceptualizing. It’s about the CONCEPT.

And it’s about everything that’s comprehended within the idea and that gives birth to the visual aspect. The visual element reflects everything that happened before, in the creative process. From the narrative to the idea or feeling, it (the visual) is where everything is materialized. The most interesting part is when the visual aspect helps us tell the story or convey the feeling that the artist originally intended to tell or convey”.

Hats off to Leonardo de Oliveira: this is a very comprehensive way to explain what the act f conceptualizing really is.

I can’t help but think about what went through my cousin’s mind when he watched this video. My guess is that, as soon as he finished watching this part of the video I just transcribed, he understood – rationally –, what he had already understood empirically. Way before he watched this particular episode of mimimidias, my cousin had already understood that something in the Neon Genesis Evangelion series had left a HUGE impact on him. So huge, he “spent 3 days suffering from existential crisis”. ;o)

This something has a name. During our dialogue, my cousin called this something “the meaning of the message”, “symbolism and nexuses”, and “philosophical backbone”.

But as I had already told you guys on this post, I’m far from being as smart as my cousin.

Which is why I use a much simpler name. I call this something…

Well, you already know, don’t you? ;o))

Gold Medal

Last week, we talked about how Serbian agency PRpepper scored a Career Grand Slam in the video where they explain the creative process that went in the design of Novak Djokovic’s logo.

This week, I thought it might be fun to, once again, mix the worlds of sports and creativity, only this time we’ll talk about the Olympics. More specifically, we’ll discuss the 2024 Paris Olympic Games emblem.

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Created by French agency Royalties-Ecobranding, the emblem is an absolute thing of beauty. It’s sublime actually. It’s edgy and yet, super elegant. It’s fun AND classic at the same time. It has kind of a cool attitude, but it’s also extremely endearing. And best of all, it doesn’t rely on the Eiffel Tower. It draws its inspiration from another French symbol. No spoilers. Watch it and you’ll find out. 

Now, let’s talk about the video that was created to reveal the emblem (which can be found on the official YouTube channel of the Paris 2024 Bid Committee). Seriously? That video should be considered one of the Seven Wonders of the World. Ok, that was a bit much. But it is pretty amazing, though. ;o)

The video is much like the one published by PRpepper (although it visibly counted on a much bigger production budget) in that it not only explains the concept behind the emblem, but also – once again – proves that with concepts there’s always a reason-why.

Visually, its fast-paced rhythm and powerful soundtrack keep us glued to the screen. Textually, the voice-over does a flawless job of describing every single piece of intellectual work that went into the actual design of the emblem. The result is beautiful and super inspiring, to say the least.

If PRpper achieved a Career Grand Slam with Djokovic’s logo presentation, then there’s no doubt that the folks at Royalties-Ecobranding nailed an Olympic gold medal.

Bravo to both of them!