If you haven’t seen TJ Jagodoski and David Pasquesi in their documentary, “Trust Us, This Is All Made Up,” you should. The film captures improvisation in a deep theatrical sense; notable for the fact that what you’re seeing on film was never performed before filming or ever again after. It’s a singular experience. A moment. The trust and risk-taking you witness is remarkable.

During the director’s commentary, Pasquesi makes a useful comment about beginnings—about the start of any artistic effort. He says,

“...if we force our ideas into it [the show], then the rest of the time is spent justifying that. Which is not exploring anymore, it’s just justifying.”

Being open, being willing, being without preconception at the beginning of art is hard.

Our cultures and systems encourage answers before questions. Solutions before insights.

But if we are not open, willing, without judgement up front—our work will not transcend or stimulate. And it doesn’t matter if we’re talking about sculpture, speech writing, interface design, mathematics, architecture, music composition, curriculum development or marketing.

If we insist, upfront, on an answer—if we force a conception without first allowing some space for neurons to fire and our subconscious to roam, question and stir—the result will do nothing but argue. Argue for what is. Justify the status quo.

And the audience will be bored.

You see this in advertising that is essentially art directed strategy (e.g. Headlines like “Re-defining the midsize sedan”). We see no evidence of exploration on the part of the creators or commissioners. No art. No risk. So we turn the page.

The beginning is where we can not yet know.

Embrace that.