Dear SJA Fellows,Creativity, in its highest, most perfect iteration, is the result of pure human effort, fantastic execution, and at times great luck.It’s almost as though the heavens conspire to create magic and wonder. Extraordinary acts of creative excellence can touch hearts, inspire and inform people, promote understanding, create joy, enable shared common experiences, and connect people with one another.It is also critical to appreciate that creativity cannot be reduced to math or science. Algorithms and data will never tell us what to make. Given that we are awash with data, it is tempting to ask it to answer all our creative questions. It won’t because it can’t, and we shouldn’t try.Second-guessing creative decisions is a perilous endeavor. Learn from creative mistakes, and never second-guess why things were made. Instead, ask how they could have been made better.Lastly, being risk averse is the death of creativity, since everything creative is a risk.Your own curiosity will fuel the journey you are embarking on. May it provide you with boundless adventure, excitement, and fulfillment.

Bob Iger
CHIEF EXECUTIVE OFFICER,
THE WALT DISNEY COMPANY

Bob Iger

LOS ANGELES, CALIFORNIA, USA
AUGUST 26, 2024