Three Questions For... Jo Tanner

Jo Tanner, Founder/ECD at Duke London.

What inspires you?

Being busy. The busier I am the easier ideas come. I’ve no idea why. - Google. I love typing in something and following where it leads, it’s always a great journey. This morning I typed in ‘Old men moving slowly’. - Galleries. I’ve yet to be in one and leave without an idea for something (even if it’s new wallpaper for a toilet). - Lola and Scarlett. Nothing compares to the ludicrous creativity of children. Because they are really dumb and know nothing about anything, they draw, paint, build and film really stupid, brilliant stuff. Get a baby!

What do you look for in a Creative’s book?

Good ideas … - Ones I wish I’d had. - Ones I would like to make. - Ones that make me feel sick (ones I could never have.)

 What does ‘creativity’ mean to you?

It means a beautiful place without a path to it. It means being free to try and fail and try and fail and try again and fail again … without shame. It means being able to order the world into those who like what I do and those who don’t. It means feeling like the day was well spent.