I'm not a chef, but I like to experiment in the kitchen from time to time.

Just the other day, I was giving a shot at making my grandma's killer spaghetti sauce. The recipe? Well, it said I needed either red or white wine.

I didn't have either.

So, in a wild kitchen moment, I swapped them out for a splash of rum.
(If my granny knew what 'cringe' meant, she'd be doing it right now.)

And the outcome?

A sauce that was all me, a wild combo that wasn't my granny's, wasn't anyone else's.

It got my gears turning about how to approach creativity.

THE MINDFUCK

As creatives, we often find ourselves shackled to a binary thought process.

We're accustomed to the dichotomy of right vs. wrong, win vs. lose, success vs. failure.

This binary perspective can act as a straightjacket to our creativity, stifling our innovative impulses and limiting our range of expression.

When looking for a flip and living in fear of a flop, we lose a lot of possibilities and perspectives in between.

THE MINDSET

The reality, though, is that creativity does not adhere to a binary.

It flourishes in the undefined, the nuanced, the grey area that lies between 1 and 0.

It's the tango dance between different ideas, the unpredictability, the surprises hidden in the spectrum: that’s where the magic happens.

It’s hard to find an adjective to describe how reaching this zone feels like.

But you can see a door opening between the ‘right’ and the ‘wrong’.

And through a crack, a glow beams bright back at your face, just like the goonies or indiana jones opening a golden chest.

The power of inclusive language

Inclusive language challenges us to rethink the establishment.

It removes the silos of old thinking, of pre-convinced truths and gives us all something beautiful to chew on.

It has the power to change us from inside out.

When crafting your copy, focus on creating a feeling of belonging and acceptance that extends beyond binary choices or conditions.

This not only expands your audience but also fosters a deeper emotional connection with them.

And I can’t think of a better example to illustrate that than Airbnb’s tagline.

Rather than just encouraging a simple choice between hotels or apartments, this tagline goes beyond.

It transcends physical spaces, giving us a sense of acceptance in different communities, cultures and all the unique flavours of living like a local.

Even their logo has a hidden genius expression of belongability.

We can call this a masterclass of non-binary inclusiveness. Or just Awwwww.

No matter if you use white wine, red wine, apple cider or cherry coke in your pasta sauce, there’s always a place for you.

It makes the traveller inside of me fired up. And my copywriter self extra jealous.

It’s food thought and for the soul.

Breaking the Mold to Break Through

In the 80s, the NBA had one strict rule about the shoes players could wear on the court.

They had to be 51% white, subjected to penalties otherwise.

In 1984, Nike bit the bullet and sent none other than Michael Jordan onto the court wearing a pair of these (If you watched Air, you've seen it)

They paid a fine for every game. Not only did that change the NBA's rules, but it also changed pop culture.

What was once a 'white or nothing' rule became a 'what if'.

And then, it became history.

Non-binary thinking gives people infinite third options

When we're stuck with 'A' or 'B', this rigid framework leaves little room for unique narratives.

Through research, surveys, interviews, or any other feedback tools, you can uncover the unspoken needs of your audience.

When you tap into these secret desires – that we all know but are not conscious about – your audience feels heard in a magnetic way.

You get them feeling like you understand them like no one does.

Take travel forms as an example.

They give us two options for why we're flying: 'business' or 'leisure'.

But what about those unforgettable experiences that don't fit into either category?

That's the insight British Airways used to knock our hats off into the overhead compartment.

Funny, moving, authentic, and unique. This campaign shows that British Airways sees its customers not just as passengers but as real people with plans, dreams and a kickass sense of humour.

I hope you feel inspired to book an exotic lodge, take a flight, or challenge your next idea outside of the binary box.

Much like my pirate spaghetti sauce, your most memorable creation might be a delightful surprise that was neither 'this' nor 'that', but something completely and uniquely you.

Stay creative and keep the sauce simmering.

Khlauss.

P.S.: I’m new to the newsletter world, and if you've made it this far, I would be one happy writer to receive your feedback. Tell me what resonated with you, either here or in a DM o Twitter.