The problem with optimization?
It can become an obsession.
We can easily optimize to the point of failure — and not even realize it.
We want things to be faster, smoother, more efficient.
But in all that streamlining, we risk losing something essential — a very particular kind of Creativity.
It’s a kind of Creativity that often feels absurd in the context of over-indexed purpose and obsession with instrumental value.
It’s Creativity that resists the logic of product-centric design.
It’s Creativity that doesn’t show up in A/B tests or emerge from dashboards.
It lives in side paths, odd ideas, and moments that don’t make sense.
Until, unexpectedly and suddenly — something clicks.
There it is.
This is the kind of Creativity that doesn’t aim to solve a problem. It wanders. It explores. It surprises.
It’s *not the Side Hustle.
It’s the Side Project—that thing you work on because it’s interesting, because it gives you a feeling.
A feeling I can best describe as, “Whoa…cool!”
That’s why I started Office Hours: Side Projects Edition.
It’s a space to share and talk about those odd little things we build or make or tinker with for no clear reason other than they spark curiosity.
Three quick project shares — a tight 10 minutes.
This is followed by a lively group discussion.
No pitches. No pressure.
It’s just people sharing things that make them feel something.
If you’re curious, come join us.
Let’s explore the space where creativity and absurdity overlap.
Let’s talk about the stuff that doesn’t make sense..
*yet.
Subscribe to Office Hours: Side Projects Edition
P.S. Someone just wrote a review and called it “the best way to end the week.”
I’ll take it.
See Also