Why anticipation is a powerful creative space
Rethinking Anticipation: In an on-demand world, waiting gives us pause to imagine what lies ahead
Dear Rethinkers,
Do you remember that feeling you had as a child waiting for your birthday, Christmas, or summer holidays? A sense of 'anticipation' is such a powerful feeling. A thing we are waiting for. Something to arrive. Something to happen. Something to start.
Anticipation is inherently tied to the unknown. The waiting time allows us to imagine and speculate what's possible. And in that sense, anticipation is a powerful signal of trust. A child, a customer or an audience trust the promise of what might come on the other side of waiting.
In a world where everything feels so instant, on-demand, fleeting and now, anticipation is such a powerful creative space to hold onto. It's the antithesis to the negative feelings other forms of waiting can breed – impatience, frustration, boredom. Anticipation is a space to imagine and speculate about what's possible beyond the immediate place and time.
Read on go learn more about the psychological value of anticipation, and why delayed gratification makes the best memories.