from the DeepMind of Josh Plough

Bring me back to the Collective DeepMind

23.

I was strong enough to say no.

The applications that we submit bolster the project mentality of the discipline. Historically we would start a project and see it through to manufacture and sale. Once it had a solid form, it was finished. But these steps are no longer valid if we’re turning our skills to things like climate change, institutional racism or death. We need deep reach and support. So this project mentality, time frame mentality, added value mentality, relevance mentality are all part of a mode of working that cannot keep up with the present. It’s archaic and not quick enough to act, it’s not communal enough to fulfil the promises that most academies are selling.

Why do we use these fashionable words to describe yet another concept that we need to send to a funding application?

As soon as the end user disappeared and funds appeared, putting an emphasis on reach, the industry had to change tack completely. Our justification for our practice, our research, our projects, became an existential justification of being, of self-worth.