The Goal is Not the Goal. The Side-Effect is The Goal

Have you seen that Rick Rubin video? The one that's been circulating online? He's this iconic music producer, and he's got some interesting takes on creativity and success. He basically argues that his creative process centers on crafting art that resonates with him personally.

He essentially says that his creative process is about making art that he himself likes. That’s the objective he is going for. Then, as a by-product (or side-effect), the art that he likes could be something that an audience likes too. He's not out there trying to churn out hits that he thinks will appeal to the masses. He's not about predicting trends because that can lead to some pretty terrible outcomes.

And it's not just Rubin. Other genuine auteurs have echoed similar sentiments. Take Quentin Tarantino, for example. His films are a far cry from your typical Hollywood fare designed for mass consumption. He's been quoted as saying, "I make movies for me, and the audience is invited."

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The key part of this process is the pathway. It can only work this way. Switch up the pathway, and you're looking at a whole different product.

Take superhero movies, for instance. Rubin touched on this in his video. These films are crafted with the primary aim of pleasing the audience. And let's be real, they're not exactly cinematic masterpieces. There's something off about them, like they were churned out by a corporate committee. They lack authenticity. And we can be upfront about it—they're pretty terrible. Rubin labels this as Commerce, not art. And the audience can sense it. It's just not genuine. People have a keen sense for authenticity, and they tend to hold those who possess it in high regard. Anyone deeply invested in their craft will have truths revealed as a by-product of attempting to create

The goal shouldn't be the goal. The goal should be a by-product.

This is not a new idea. Discussion of by-products are everywhere in ancient literature. The parable of the Sword of Damocles describes the side-effect of Power and Success, you will be in continual danger, someone out there will be looking to topple you. And like the Sword, the danger will be silent and unexpected. It will fall abruptly after long periods of quiet, perhaps at the very moment one has gotten comfortable and has forgotten about the existence of the sword.

Aristotle touches on the concept of happiness as a by-product. In "Nicomachean Ethics," he writes that happiness is "the best, noblest, and most pleasant thing in the world.”

However, Aristotle also believes that living a virtuous life is the means to achieve this happiness. He argues that happiness is the result of living a life of virtuous activity in accordance with reason. In other words, while happiness is indeed an end in itself, it is achieved through the practice of virtue. Aristotle writes, "The virtuous activities or excellences are the ones that will lead to happiness" (Book I, Chapter 8).

So, while happiness is the ultimate goal for Aristotle, it is not something that can be chosen or pursued directly. Instead, it is the natural consequence of living a life characterized by virtuous actions and moral excellence.

 In This Newsletter

1) Thinking in By-Products Not Goals. If we can acquire a certain this mindset we can become much more efficient in actions and not walk around perplexed.

2) Unexpected Side Effects: A list of surprising side effects that come from day-to-day life that we may not have noticed.

3) More Side Effects. Most of today’s “problems” are really just the maladaptation of humans to the modern environment and us dealing with the side effects.

Thinking in By-Products and Side Effects

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