YOU DON’T KNOW

Expert

May 12

what i don’t know

A love letter to the misfits shaping the future of brand, creativity, and culture

It’s graduation season.

And for many of you reading this, that may feel like a lifetime ago—back when ambition came wrapped in student debt and wide-eyed dreams.

But giving a commencement address this week at the VCU Brandcenter pulled me back.

Back to the beginning.
Back to the version of myself that didn’t yet know what the rules were—and was better off because of it.
Back to that electric moment when life cracks wide open and says: Now you begin.

And it reminded me—this isn’t just a message for students.

It’s for anyone brave enough to create.
To lead with soul.
To start again.
To build something that doesn’t exist yet—and trust it’ll matter.

So whether you’re running a brand, launching something new, or simply trying to find your rhythm again…

Here’s what I shared with them.
And what I think we all need to hear:

The world doesn’t need more certainty.

It needs your soul.

We live in an era of infinite scroll and synthetic sameness.
Where speed wins and style gets swallowed.
Where AI does the thinking before we’ve even had a chance to feel.

But creativity? That’s still human.
It’s still messy.
It still bleeds.

You, sitting in the marketing war room, whispering, “There’s got to be a better way…”
Yes. You. That’s who we need right now.

Because brand is no longer a broadcast.
It’s an initiation.

And the best ones aren’t born from perfection.
They’re born from questions.

You weren’t built to fit in.

You were born to reimagine.

The next generation doesn’t want another polished campaign.
They want meaning.
Movement.
A brand that feels more like a community and less like a billboard.

And guess what? That starts with you—CMO, founder, creative soul—getting uncomfortable. Getting curious. Getting honest.

Because creativity doesn’t follow culture.
It creates it.
It names the shift before the world knows it’s already happening.

“Papa… you don’t know what I don’t know.”

That’s what my daughter Ocean said to me when she was three.

And I’ve never forgotten it.

Because it’s not just a child being cheeky.
It’s a reminder that wonder still wins.
That your customers, your team, your audience—they know things you don’t.

And if you slow down enough to listen…
If you build brands from curiosity instead of control…
That’s where the magic starts.

Creativity is sacred work.

Don’t let the spreadsheet steal the spark.

Yes, optimize the funnel.
Yes, measure the signal.
But never forget: we’re in the business of making people feel.

You can make someone cry in 30 seconds.
Laugh in five words.
Rethink everything with a single visual.

That’s not fluff.
That’s fire.

So here’s your permission slip:

Be less certain.
Be more soulful.

Create things that don’t scale.
Celebrate the chaos.
Launch ideas that scare you.
Make room for meaning again.

Travel more.
Lead with love.
Make a beautiful mess of things.

And above all—
Go create the world you want to live in.

Stay weird, stay wild, stay wonderful.
—Shingy

May 13, 2025

David Shing

David "Shingy" Shing, a Creative Omnivore and visionary futurist, pioneers the frontier of human-technological engagement with his philosophy: "From Imagination to Implementation of Ideas, Iconography, Instinct." This globally acclaimed thought leader has transformed icons like LVMH, Chanel, and Nike with his strategic forecasts, captivating audiences from TED to Cannes Lions with insights on humanizing technology. Championing mindful technological engagement, Shingy's visionary leadership shapes a more enlightened digital future, turning bold ideas into tangible realities that redefine our world.