Creative Wayfinding For Ambitious Optimists.

You Should Know This By Now

March, 26, 2022

🧭 This blog post is adapted from my Creative Wayfinding Newsletter.

I don’t know where we pick it up,
But somewhere, somehow we get the idea that we’re supposed to “know”.
We think we’re supposed to know all sorts of things.
We think we’re supposed to know where we’re going
And how to get there.
We think we’re supposed to know what we want
And how to get it.
We think we’re supposed to know what we’re doing
And why.
We think we’re supposed to know who we are
And our place in the world.
We think we’re supposed to know what our purpose is
And how to fulfill it.
We think that by age 27 or 37 or 47 or 97 we’re supposed to have figured it all out.
But this couldn’t be further from the truth.


The truth is we’re never supposed to know
But to discover.
And this discovery has no end.
Discovery is our life’s work.
We know so little about the world and all that makes it up
And as little about ourselves.
But there’s beauty in the not knowing.
Not knowing creates the potential for surprise
For wonder
And for awe.
Not knowing is our default
Our natural resting position.
We come into the world knowing nothing.
And the wisest, most studied of us will leave it
Understanding no more than an infinitesimally small fraction of the knowable
Not to mention all that for now, and possibly forever remains
Entirely incomprehensible and unknowable.
The idea that we might truly know anything is a wonder in itself.


No matter how much or how little you feel you know,
You’ve already exceeded the expectations of what you’re supposed to know.
You’re where you’re supposed to be
When you’re supposed to be there
With the knowledge you’re supposed to have.
What you do with that circumstance is up to you.
There’s no right or wrong answer.
But a good place to start is with yourself.
To get to know yourself better than you currently do.
The knowledge you seek is within you
If you’re willing to excavate it.
Knowledge about purpose
About direction
About place.
Start there.


Explore how to navigate a creative life that matters

This article originally appeared in my weekly Creative Wayfinding Newsletter. Each issue is the product of a week of work, and contains something not available for sale.

A fresh perspective, a shot of encouragement when you need it most, and maybe even some genuine wisdom from time to time.

Each week, we explore a different facet of the question “How do we navigate the wilds of creating work that matters?”

It’s something I’m proud to create and I’d be honoured to share it with you.


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    Hi, I'm Jeremy, I'm glad you're here.

    No matter what you create, I'm guessing you spend a good amount of time feeling lost, hopeless, and unsure about how to get from where you are to where you want to be.

    So do I. And so does everyone doing creative work.

    This is the Creative Wilderness.

    Every week, I publish a new article in my Creative Wayfinding newsletter about how we as creators and marketers can navigate it with more clarity and confidence.

    If you're building something that matters, but aren't quite sure how to take the next step forward, I'd be honoured to have you join us.