A Couple Of Things – Craft, Humility, and the Work that Lives On

On the changing face of craft, recalibration of the creative arc, and the quiet discipline behind work that stands the test of time.

There are schools of thoughts, and then there’s a debate on X (formerly Twitter) to defend the honour. In this piece, I seek out craft and harmony in creativity, and how we’re edging closer to humility and purpose to shape the new creative order. Read on!

The Evolution Of Craft

I was reading this piece by Gautam Reghunath, Co-Founder and CEO, Talented, on how ‘craft’ in the traditional form is dying, and the need for a reset as we welcome newer models and features in the AI sphere. That sent me down a rabbit hole on how ‘craft’ has evolved over centuries.

Historically, craft was associated with artisans and guild traditions, often distinguished from ‘fine art’ or purely intellectual work. It was primarily mapped to the process of making something that’s functional, using one’s hands. In the modern world, craft implies a high level of skill, attention to detail, and pride in workmanship. Sociologist Richard Sennett expands it further. Craft isn’t merely manual—it’s thinking through making. This line of thinking echoes nineteenth-century critic John Ruskin’s belief, “Fine art is that in which the hand, the head, and the heart go together.” Thus underscoring that true creative work unites technical skill, intellect, and passion.

Many thinkers have opined on the separation of creativity (art) and craft. Philosopher R. G. Collingwood separated them by outcomes—creativity/art may not have a fixed outcome, while craft aims at a predefined one. As innovation, open markets, cross-cultural exchanges, and geopolitical equations evolve, the lines between creativity and craft keep blurring. When I look at the dynamic relationship between craft and creativity in the context of the advancements in technology and human skills, I think:

· Craft is going to be increasingly synonymous with ‘systems thinking’. One can continue to focus on finesse, but the world is operating for speed and skills.
People optimizing for finesse may not be able to keep up with the current expectations for faster turnaround,
ones optimizing for speed will win in the short-term but plateau fast;
balance the two, and we’re looking at strategic, long-term value creation.

· AI is both a leveller and a booster of ideas and execution. Unlike electricity and early-stage computers, AI is already in the hands of a large section of the society while still in its developing stage. This has flipped the script on individuals who have operated, and continue to hold creative and copy titles in advertising and marketing organizations. What will still differentiate traditional creative minds from the fast adopters of AI, is their ability to understand the business in depth, its purpose, and what actually moves the needle as well as stress-testing every piece of work for rational and emotional alignment. Let the creative work move the P&L and brand mindshare before it takes a trip to the south of France.

· Ego and energy would get recalibrated. Tempering the former would facilitate smoother collaboration, and channelling the latter would enable deep work and future readiness. I see an opportunity for a more symbiotic relationship between clients and agencies, focused on balancing craft and creativity across party lines. The ability to be respectful, build trust, stay uncomfortable with the routine, and invest in inclusive growth are critical aspects one needs to hone to drive long-term value.

Crafting Harmony

October of 2025 saw the passing of one of the doyens of the Indian advertising industry – Piyush Pandey—CCO Worldwide and Executive Chairman, Ogilvy India and South Asia. Every tribute that has hit the web celebrates his craft which led to many memorable creative expressions over the years. Expressions that have found their way in everyday work and conversations. His biggest craft was to understand people, and make them feel like they belong.

Amongst all his creative works, the one that stays closest to my heart and memory is Mile Sur Mera Tumhara, an anthem that recognized the unity in India’s diversity through its different languages, cultural backdrops, everyday people and icons—bound by one melody.

Piyush wrote seventeen drafts of the lyrics before landing on the final cut. Some of the most decorated singers and actors had a very limited role to play in the making of this masterpiece, but no one took it on their egos, instead wore their participation as pride on national television.

Piyush is widely credited for making Indian advertising truly Indian in many ways, while also making it globally loved, appreciated, and awarded. His legacy reminds us that great craft doesn’t just sell—it connects. It belongs to the people it was made for.

We will see an evolution of the creative enterprise in line with Gautam’s call. The new creative order will be driven by speed and by the ongoing conflict between perfection, original thinking, profit, and market share. But what will endure, regardless of the change all around, is the craft—and the mindset to keep tuning it for relevance and resonance. That, after all, is the quiet art behind every lasting creative piece of work.

Listen Up

Bohemian Rhapsody from Queen’s 1975 album, ‘A Night at the Opera’. The song took three weeks to record, and involved 200 overdubbed tracks. If the output brings out a carefully composed mischief and madness, the production would have been a riot in good faith. I love what Roy Thomas Baker, the producer, said in one of his interviews in 1999, “”Bohemian Rhapsody” was totally insane, but we enjoyed every minute of it. It was basically a joke, but a successful joke. We had to record it in three separate units. We did the whole beginning bit, then the whole middle bit and then the whole end. It was complete madness. The middle part started off being just a couple of seconds, but Freddie kept coming in with more “Galileos” and we kept on adding to the opera section, and it just got bigger and bigger. We never stopped laughing ... It started off as a ballad, but the end was heavy.” The song is a perfect example of the harmonious relationship between craft and creativity.

I’m forever on the lookout for tunes old and new. You can check out my expanding Trove Of Tunes that I’m curating in a Spotify playlist.

Cheers,

Shri