This mantra from Mark Zuckerberg, “Move fast and break things,” is a bold statement that challenges traditional notions of how companies and creative minds should approach innovation. At its core, this phrase begs a question: is it more important to be careful or to move fast in a world where change is the only constant? For creatives and brands looking to stand out in a highly competitive environment, the answer is clear. Moving fast, even if it means risking mistakes, is the key to staying ahead of the curve.
This philosophy has particular resonance in the realm of applied creativity. Instead of spending months or even years perfecting an idea before launching it, Zuckerberg proposes an agile mindset, where experiments and prototypes are the norm. This approach accelerates the creation process and fosters a culture of continuous learning. Every failed attempt offers a lesson, and those accumulated lessons lead to better and stronger iterations. Instead of viewing mistakes as failures, this mindset redefines them as necessary steps toward success. Truly innovative ideas don’t usually emerge from the first attempt. Rather, they emerge from a sequence of trials, errors and adjustments.
In the context of applied creativity, “moving fast” implies loving uncertainty. Often, creative projects do not have a clear outcome from the start. Creatives know that the creative process is organic and that the best ideas often emerge from exploration and experimentation. By moving quickly, we can capitalize on moments of inspiration and, more importantly, we can change course when something doesn’t work. This is critical in a world where trends and consumer behaviors can change at a moment’s notice. Waiting too long to launch a new idea can make that idea irrelevant before it sees the light of day.

What exactly does “breaking things” mean?
It does not refer to causing mindless chaos or being destructive for the sake of being destructive. It refers to a willingness to challenge the status quo, to question existing assumptions and to be willing to dismantle structures that no longer serve their purpose. In the realm of creativity, this means leaving behind traditional methods that were once effective but now limit innovation. Breaking things involves taking calculated risks, knowing that not every decision will be successful. It’s about understanding that the biggest breakthroughs often come when we dare to do things differently.
A clear example of this mindset can be seen in the world of technology and startups. Companies that have achieved disruptive success have not done so by playing it safe. Instead of following the established rules, they have chosen to experiment with new business models, products and services. These, at first, seemed impossible or unconventional. Netflix, for example, broke the entertainment paradigm when it decided to leave behind the DVD distribution model and focused on streaming. This decision, which at the time seemed risky, was the key to its massive success today. Like Netflix, other companies have thrived by defying expectations and breaking with convention.
In the realm of applied creativity, breaking things also means being willing to dismantle preconceptions that limit creative thinking
Often, we get stuck in the same repetitive solutions because they offer a sense of security and familiarity. But, to be truly innovative, it is necessary to break out of that comfort zone. Breaking with expectations means exploring paths that might seem risky or unconventional. It is in these uncharted territories that the most revolutionary ideas often emerge.
Moving fast and breaking things also invites us to rethink our relationship with failure. Traditionally, failure has been seen as something to be avoided at all costs. However, in the context of creativity and innovation, failure is not the enemy. On the contrary, it is an essential component of success. If you’re not failing from time to time, you’re probably not pushing your limits enough. In the pursuit of new ideas, it is inevitable to encounter obstacles and mistakes. But the important thing is not to avoid these mistakes, but to learn from them quickly.
This mindset also has implications for managing creative teams. Leaders who embrace the “move fast and break things” philosophy create environments where team members feel empowered to experiment. Instead of fearing the repercussions of a project that didn’t go as expected, creatives can feel free to explore ideas without the fear of making mistakes. This creative freedom fosters a culture of continuous innovation, where ideas flow quickly and innovative solutions are developed at a faster pace.
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