Three Questions For... Jai Harji

Jai Harji, Creative Director at The Black Arts Company, London

What inspires you?

The obvious. Sometimes we try so hard to be different that we forget the obvious. I’ve found some of my best ideas are inspired by looking in the most obvious places. My trick is to dig hard when I get there, dig, dig, dig!

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

Arrogance in the book. Naivety in the creative.

What does ‘creativity’ mean to you?

Connecting dots that shouldn't.