I learned two new words this week that I really like, reductive and provocative.
Sometimes I hear an explanation, “We are just atom, vibrating”., “We are just energy”.
It is technically true, but something is missing. That’s reductive.
Reductive doesn’t mean untrue. It means cutting away too much truth.
Is business just about making money? Is love the answer? Is that just trauma?
Provocative, it sounds exactly like what it means.
It explain why it’s okay to exaggerate (emotions, stories or our clothes) to get it across and land in our head.
Picture the world’s attention as onebig squishy pile of apathy. To cut through, our idea, music or business, has to be both true and provocative.
And this, ladies and gentlemen, is reductive and provocative.
