The root of the word sin used by the Greeks and the Jews meant to err, to trespass the rules or the established moral. Yuval Noah Harari says in his book Sapiens that all order created by man is full of internal contradictions and therefore is prone to disorder. Virtually, prone to error. And if people, in general, have contradictions, I can’t even start with creatives, who due to the nature of their job (normally) have a mental structure that is closer to that of a merry-go-round than to that of a crystalline lake at the top of the Alps. This is a list of the common sins of creatives in general. It is said that mortal sins break the friendship with God, but God will always love creatives because he himself is a multidisciplinary creative. Fact is, two thousand years later people still turn to him before a date. So mortals or venials, don’t worry, we are safe with God. And knowing that we are safe, well, let’s have fun. Because there is no funner recreational park than one’s own weaknesses and after, there is what is said by psychoanalysts, that to heal yourself you must take a look within (more or less). And if there is something that we creatives need in general, is a bit of relief. And of course, and so this isn’t read as something remotely condescending, I include myself as a representative of all the sins exposed and hence, I speak form experience and also, but in a lesser manner, from guilt. Some sins to treat: The second beer Imposture Ego Lust Inconsistency Plagiarism Laziness Fear Elder mentality Likes Euphoria The outfit . . . . . . . . . . . . . . . . . . . . . Rafa Soto is a...Copywriter. Design junkie. Multitasker. Dreamer. Optimistic despite of everything. He'd love to become a vegetarian but he lives in Barcelona and there's (delicious) jamón serrano all around. He loves dogs but is far too irresponsible to take care of one. That's why he only has a digital agency instead.

1. THE SINS OF
CREATIVES
V E R S I O N B E T A 0 . 9
@rafasoto

4. agency incubator

5. agency incubator

6. Recent clients
(clients - agency)

7. Recent clients
(products - incubator)

8. Recent clients
ENVY EGO 2nd BEER
PERFECTIONISM FEAR TEAM MATE CRUSH
FICKLENESS PLAGIARISM SLOTH

9. Lazy
World winner procrastinating
Like beers too much
Envy other creatives
Copy too much
We are uncontrollably
attracted by our coworkers
We are arrogant
But insecure
We are absolutely convinced
that we can change the world,
but can not find exactly the
right time to do it

10. And I still want to be a sinner:
Getting in troubles, experiencing new things, meeting
inconvenient people is actually good for creatives.

11. (Probably) good
sins for creatives
(Probably) bad
sins for creatives

12. (probably a good sin) (probably a bad sin)

13. Havesex
(probably a good sin) (probably a bad sin)

14. Havesex
Havehiddensexinthetoilet
(probably a good sin) (probably a bad sin)

15. Havesex
Havehiddensexinthetoilet
Havehiddensexinthetoiletintheoffice
(probably a good sin) (probably a bad sin)

16. Havesex
Havehiddensexinthetoilet
Havehiddensexinthetoiletintheoffice
Havehiddensexinthetoiletoftheoffice
onaweeklyday
(probably a good sin) (probably a bad sin)

17. Havesex
Havehiddensexinthetoilet
Havehiddensexinthetoiletintheoffice
Havehiddensexinthetoiletintheoffice
onaweeklyday
Havehiddensexinthetoiletintheoffice
onaweeklydaywithyourcolleague
(probably a good sin) (probably a bad sin)

18. Havesex
Havehiddensexinthetoilet
Havehiddensexinthetoiletintheoffice
Havehiddensexinthetoiletintheoffice
onaweeklyday
Havehiddensexinthetoiletintheoffice
onaweeklydaywithyourcolleague
Havehiddensexinthetoiletintheoffice
onaweeklydaywithyourcolleagueand
thenfallm
adlyinlovewithher
(probably a good sin) (probably a bad sin)

19. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Is probably fun

20. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Is probably fun
but is going to make your work worse

21. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Increases
body
temperature
(National Academy
of Science)
Is probably fun
but is going to make your work worse

22. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Increases
body
temperature
Move slower
(National Academy
of Science)
(Seattle Pacific
University)
Is probably fun
but is going to make your work worse

23. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Increases
body
temperature
Move slower
(National Academy
of Science)
(Seattle Pacific
University)
Physical,
emotional and
psychological
instability
Is probably fun
but is going to make your work worse
(Dr. Helen Ficher -
New Jersey
University)

24. Have hidden sex in the toilet of the office on a weekly
day with your colleague and then fall madly in love
with her …
Increases
body
temperature
Move slower
(National Academy
of Science)
(Seattle Pacific
University)
Physical,
emotional and
psychological
instability
Is probably fun
but is going to make your work worse
(Dr. Helen Ficher -
New Jersey
University)
Spend al morning
deciding how to
dress to go to the
office

25. theoffice
nthetoiletoftheoffice
onaweeklyday
Havehiddensexinthetoiletoftheoffice
onaweeklydaywithyourcolleague
Havehiddensexinthetoiletoftheoffice
onaweeklydaywithyourcolleagueand
thenfallm
adlyinlovewithher
(probably a good sin) (probably a bad sin)
Havehiddensexinthetoiletoftheoffice
onaweeklydaywithyourcolleagueand
thenfallm
adlyinlovewithherandshe
wasm
arried
Havehiddensexinthetoiletoftheoffice
onaweeklydaywithyourcolleagueand
thenfallm
adlyinlovewithherandshe
wasm
arriedwiththeCFO
ofthe
com
pany

26. All in creativity it’s
about being present

27. All in creativity it’s
about being present
(present)past future

28. All in creativity it’s
about being present
(present)past future
happiness
originality
genius
vision

32. vodka
soda blueberry syrupsqueezed lemon

33. 2100 shots
60 liters
40 friends
4 members of a satanic band
1 mummy
1 wife very mad about her husband

34. https://youtu.be/5-n9fsiQ5wI

35. Two take aways:

36. 1. I still have a hangover

37. 2.This is how you make an “M” when being present

38. 2.This is how you make an “M” when being present
This is how you make an “M” not being very present

39. David Valls
Coach.
Helps transforming companies trough their people’s higher purpose

40. “Ok, I see the point of all those sins and they’re fun, but
before going forward i have a question:

41. “Ok, I see the point of all those sins and they’re fun, but
before going forward i have a question:
Do creative people in design and advertising need to be
immature to be creative?”

42. Embrace freedom and playfulness like a kid,
and be centered like a wise man

43. ENVY

44. “Envy was one of the most potent causes of
unhappiness”
Bertrand Russell
Not only is the envious person rendered unhappy by his or her
envy, but that person also wishes to inflict misfortune on others

45. “Envy was one of the most potent causes of
unhappiness”
Bertrand Russell
Not only is the envious person rendered unhappy by his or her
envy, but that person also wishes to inflict misfortune on others.
Envy is associated with a destructive desire to
harm the envied.

46. Body reactions to envy

47. Body reactions to envy
We add a lot of
cortisol and
glutamate to our
blood stream

48. Body reactions to envy
We add a lot of
cortisol and
glutamate to our
blood stream
Mind focus
on anger

49. Body reactions to envy
Mind focus
on anger We add a lot of
cortisol and
glutamate to our
blood streamactivate the
parasympathetic
system
decrease your
defense immune
system

50. Body reactions to envy
Mind focus
on anger We add a lot of
cortisol and
glutamate to our
blood streamactivate the
parasympathetic
system
decrease your
defense immune
system become
emotionally deaf

51. Body reactions to envy
Mind focus
on anger We add a lot of
cortisol and
glutamate to our
blood streamactivate the
parasympathetic
system
decrease your
defense immune
system become
emotionally deaf
anxiety increasing

52. Body reactions to envy
Mind focus
on anger We add a lot of
cortisol and
glutamate to our
blood streamactivate the
parasympathetic
system
decrease your
defense immune
system become
emotionally deaf
anxiety increasing
want to punch that
bastard in the face
Destruction

53. There are 3 languages* where you have 3 words
for envy.
Negative envy (the one we know)
Positive envy
Dutch (benijden and afgunst) ,
Polish (zazdrość and zawiść ) and
Thai (phonetically, ìtchǎa and rítyaa )
Source: The Psychology of Envy
Niels van de Ven

54. On that more positive side, envy is seen as a
motivational force
that propels people to be better inspired by the
person they envy
Source: (Foster, 1972; Frank, 1999).

55. Body reactions to positive envy

56. Body reactions to positive envy
activate the
sympathetic
system
increases your
defense immune
system
We add a lot
dopamine that
makes you feel
good
Mind focus
on being better
No anxiety
Open heart
social skills
creation

57. Einstein said:
“The most important decision we make is
whether we believe we live in a friendly or
hostile universe.”

58. Einstein said:
“The most important decision we make is
whether we believe we live in a friendly or
hostile universe.”
if we live in a friendly one:
the parasympathetic system arrises:
- more creativity
- more learning capacities
- better social skills
- better health

60. PERFECTIONISM

66. Over analysis leads to paralysis

67. here’s a visualisation exercise:

68. you now
here’s a visualisation exercise:

69. you now
here’s a visualisation exercise:
Your work is
probably a shit

70. you + your story
5 years later
you now
here’s a visualisation exercise:
Your work is
probably a shit

72. "I don't love it," Knight told her, "but I think it will grow on me.

74. FEAR

75. The biggest idea killer in the world …

76. The biggest idea killer in the world
is inside of us

77. You're ... (sigh) the woman of my life, and I
MEAN IT with all my heart. I imagine taking
care of OUR children and taking them to
school. I've been looking FOR YOU all MY
life and your lips remind me of peaches in
summer. your skin is AS soft as the sand of
the Sahara desert and smooth like A NEW
born.

78. You're ... (sigh) the woman of my life, and I
MEAN IT with all my heart. I imagine taking
care of OUR children and taking them to
school. I've been looking FOR YOU all MY
life and your lips remind me of peaches in
summer. your skin is AS soft as the sand of
the Sahara desert and smooth like A NEW
born.

79. You're ... (sigh) the woman of my life, and I
MEAN IT with all my heart. I imagine taking
care of OUR children and taking them to
school. I've been looking FOR YOU all MY
life and your lips remind me of peaches in
summer. your skin is AS soft as the sand of
the Sahara desert and smooth like A NEW
born.

80. We have thought about five gorgeous
women emulating the Spice Girls mounted
on horses with humongous dicks, with
white wings and painted rainbow colors with
lots of glitter. There’s a bunch dwarves
dressed as sadomasochistic that pursue
them. Lots of glitter.
We will see the character
you’ve chosen on the horse
all time in a beautiful day

81. We have thought about five gorgeous
women emulating the Spice Girls mounted
on horses with humongous dicks, with
white wings and painted rainbow colors with
lots of glitter. There’s a bunch dwarves
dressed as sadomasochistic that pursue
them. Lots of glitter. is important
We will see the character
you’ve chosen on the horse
all time in a beautiful day

82. We will see the character
you’ve chosen on the horse
all time in a beautiful day
We have thought about five gorgeous
women emulating the Spice Girls mounted
on horses with humongous dicks, with
white wings and painted rainbow colors with
lots of glitter. There’s a bunch dwarves
dressed as sadomasochistic that pursue
them. Lots of glitter. is important

83. And this fear is what causes us to be conservative in our
thinking.
We fear the judgment of our peers.
(It doesn’t happen with kids because kids play)

84. But then kids grow up and they loose freedom

86. Wow! It’s a star!

87. Hey! I’ve made a sun!

88. A flower!!

89. “It took me four years to paint like renaissance
artist, but a lifetime to paint like a child”
Picasso

91. It is not the critic who counts; not the man who points out how
the strong man stumbles, or where the doer of deeds could
have done them better. The credit belongs to the man who is
actually in the arena, whose face is marred by dust and
sweat and blood; who strives valiantly; who errs, who comes
short again and again, because there is no effort without error
and shortcoming; but who does actually strive to do the deeds;
who knows great enthusiasms, the great devotions; who
spends himself in a worthy cause; who at the best knows in
the end the triumph of high achievement, and who at the
worst, if he fails, at least fails while daring greatly,
so that his place shall never be with those cold and timid
souls who neither know victory nor defeat.

93. 2nd BEER

94. Things you think according to the amount of beers you drink

106. So remember,
before having the second beer,
remember, she’s not alone…

108. SLOTH

109. Deadly sin:
Spiritual or mental sloth - apathy.
Acedia (lat) affected monks turning them away
from their moral obligations.

110. Every deadly sins has his opposite virtue:
Diligence
(Lat Industria) diligence, activity, zeal.

111. Buddhism, Christianity, Islam and Hinduism,
diligence is one of the main key teaching to
accomplish your goals.

112. How to hack sloth?

113. 1) Dare
2) Flow

114. Elisabeth Kübler-Ross.
When people were about to pass away the usually said 2 things:

115. Elisabeth Kübler-Ross.
When people were about to pass away the usually said 2 things:
1) How much they regretted not to have reconciled with loved ones

116. Elisabeth Kübler-Ross.
When people were about to pass away the usually said 2 things:
1) How much they regretted not to have reconciled with loved ones
2) I would have dared more in life

117. Is not only time,
we’re waisting once in a lifetime opportunities.

118. Glenn Gould in a state of flow

119. Glenn Gould in a state of flow
Ecstasy -> stand to the side of something

122. Flow is the mental state of operation in which a person
performing an activity is fully immersed in a feeling of
energized focus, full involvement, and enjoyment in the
process of the activity.

123. Flow matrix by Mihaly Csikszentmihalyi

125. AWARDS

129. The joy of winning an award lasts very little
The more awards you win, the more you
work for the owner of the awards.

130. The sad story about Bernard Loiseau

131. Every time your brain has a success, you just changed the
goalpost of what success looked like.
Got good grades .> get better grades
Got into a good school -> get into a better one
Got a good job -> now you have to get a better job
Hit your sales target -> we're going to change it.
Happiness is on the opposite side of success.
Shawn Achor

132. SUCCESS MODEL A)
Work for success -> Achieve success -> Not happy

133. SUCCESS MODEL A)
Work for success -> Achieve success -> Not happy
HAPPINESS MODEL B)
Happy at work -> Achieve success

134. “The Happiness advantage.”
When your brain at positive performs significantly better
than at negative, neutral or stressed.Your intelligence
rises, your creativity rises, your energy levels rise. In fact,
we've found that every single business outcome improves.
Your brain at positive is 31% more productive than your
brain at negative, neutral or stressed.You're 37% better at
sales. Doctors are 19 percent faster, more accurate at
coming up with the correct diagnosis when positive
instead of negative, neutral or stressed.
- Shawn Achor

135. Awards .-
- Shawn Achor

136. Awards .-
“The man who makes everything that leads to happiness
depends upon himself, and not upon other men, has
adopted the very best plan for living happily.”
Plato

138. EGO

139. Ego behaviour
Time

140. “Should you find a wise critic to point out your faults,
follow him as you would a guide to hidden treasure.”
The Buddha

141. An old Cherokee is teaching his grandson about life. “A fight is going on inside me” he said to
the boy.
”It is a terrible fight and it is between two wolves. One is evil – he is anger, envy, sorrow, regret,
greed, arrogance self-pity, guilt, resentment, inferiority, lies, false pride, superiority, and ego”.
He continued, “the other is good – he is joy, peace, love, hope, serenity, humility, kindness,
benevolence, empathy, generosity, truth, compassion, and faith.The same fight is going on
inside you –and inside every other person, too.”
The grandson thought about it for a minute and then asked his grandfather, “which wolf will
win?”
The old Cherokee simply replied, “the one you feed.”

143. PLAGIARISM

144. Chances to copy

145. Lazy Bastard

146. nice guy

148. You are your best source of originality

149. Plan A Plan B Plan C Plan D

150. Plan A Plan B
LSD
Plan C Plan D

151. Plan A Plan B
LSD
Plan C
Travel to Bali
for 6 month
and don’t
connect to
the Internet
Plan D

152. Plan A Plan B
LSD
Plan C
Travel to Bali
for 6 month
and don’t
connect to
the Internet
Plan D
Don’t
connect to
the Internet

153. Plan A
Meditation
Plan B
LSD
Plan C
Travel to Bali
for 6 month
and don’t
connect to
the Internet
Plan D
Don’t
connect to
the Internet

156. FICKLENESS

161. You cannot rely on motivation
(motivation behaves like a mood)

162. But you can rely on habits
we’re habitual creatures
we find confort in habits

163. YOU CAN VERY EASILY PROGRAM YOUR MIND FOR A HABIT

164. YOU CAN VERY EASILY PROGRAM YOUR MIND FOR A HABIT
So tell your mind, who’s the boss here

166. http://dev.herraizsoto.com/sins

167. Antonio de Dios Victor Sarria
Carlos Canovas
David Acebedo
Guillermo Cereza Joan Bosch

168. THANK YOU,
BROTHERS AND SISTERS.

169. IT IS NOW
SATURDAY EVENING,
PERFECT TIME
TO START SINNING.

170. SIN! SIN!