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The American John Cage (1912-1992) was a composer who is probably known for just one work: 4’33”. It is an experimental piece that can be performed by any instrument and, even better, by any person.

The score instructs the performer to NOT play their instrument for exactly four minutes and thirty-three seconds, because the “music,” in this case, consists of the ambient sounds that the audience hears during the performance.

In short, a very simple little piece of music.

But, no matter how much this might seem like pure nonsense (I, for instance, wouldn’t pay to attend such a concert, since I could play it for free on the piano here at home), there is an interesting question to analyze not by what it is, but by what is around it.

Imagine a piece of paper with nothing written or drawn on it. Just a blank space.

This empty area actually has the same importance as the written or drawn elements on it. It is this separation of background and elements, as well as sound and silence, that explains the dependence our perception has on the surrounding environment.

Take, for example, the classic image of the two heads facing each other.

Or am I seeing a white vase? In any case, both options are valid. Figure and background have the same importance.

Similarly, we can say that size and brightness are also relative. Look at the figure below and say without thinking: are the shades of gray in the central square of these two figures the same?

They are. The simultaneous contrast of the surrounding squares is what ends up deceiving our eyes.

And what about the diameter of the central dots in the two illustrations—are they the same?

Yes, they are. The small and large dots around them, when seen side by side, create this perception.

So, now that we know that there is no such thing as “nothing” and that even the illusory emptiness of a blank page has its function in design, I had an idea: I’m going to write a book with only blank pages.

Preferably one where the reader can read for exactly four minutes and thirty-three seconds.

When the president turned ninety, the directors of his company decided to honor him with a small turtle, symbolizing resilience and longevity.

Upon opening the package, the president made a face and declined the gift. He said he might grow attached to the little animal and would be deeply saddened if the turtle, which can live for over a century, were to die before him.

Brands are also meant to endure. However, the ability to survive in a constantly changing environment is a different challenge altogether.

This is the challenge every designer faces when creating a visual identity that not only stands the test of time but also keeps the brand alive.

Although I can’t remember the last time I used a film camera, the image of the Kodak logo, once the market leader in photographic film, remains sharp in my memory.

Similarly, the torn blue ticket from Blockbuster, the largest DVD rental franchise that went bankrupt more than a decade ago, lingers in my mind.

The product in these cases is like a turtle that has died. But the visible side of the brand remains intact, like its shell.

As a graphic designer, we spend extended periods sitting sitting in front of a computer. And, of course, this can lead to back and joint pain. So it’s important to incorporate some healthy practices into our routine to relieve these pains and improve our overall health. Here are some tips and exercises that can help you:

To relieve back and joint pain

Maintain proper posture: Sit with your spine straight, shoulders relaxed, and feet flat on the floor. Use a chair with lumbar support and adjust the monitor height so your eyes are aligned with the top of the screen.

Take regular breaks: Every 30 or 40 minutes, stand up, stretch, and take a short walk. This helps prevent stiffness and improves circulation.

Stay hydrated: Drink water regularly to keep your body hydrated. This is essential for proper joint function.

Proper ergonomics: Ensure your workspace is set up ergonomically to reduce strain on joints and muscles.

Vary your position: If possible, use a sit-stand desk or do some of your work while standing to relieve pressure on your back and joints.

Exercises while sitting:

Stretching: Do gentle stretches to relieve muscle tension. Examples include stretching your arms overhead, gently leaning to the sides, and stretching your leg muscles.

Shoulder rotations: Sit up straight and rotate your shoulders forward and backward. This helps loosen the muscles in your neck and shoulders.

Back stretch: Sit on the edge of your chair, cross your arms over your chest, and gently twist your torso to one side while keeping your hips aligned. Repeat for the other side.

Ankle flexes: Sit and extend your legs in front of you. Perform flexing and extending movements with your ankles to improve leg circulation.

Chair squats: Stand up from the chair and do light squats, using the chair for support. This helps activate leg muscles and relieve back pressure.

Hand and wrist stretches: Gently rotate your wrists and fingers to maintain flexibility in your hand joints.

Core strengthening: Practice exercises like short planks to strengthen your core muscles, providing better support for your spine.

Consistency is key. That’s why I try to incorporate these tips and exercises into my daily routine for the best results. Believe it or not, even your creativity will thank you.

A bicycle handlebar is not a work of art. Neither does the saddle on which the cyclist sits to pedal. But when Pablo Picasso put these two pieces together, he saw a bull’s head in them. And he created an artistic sculpture.

Something by chance? Perhaps yes. But how often do we do things at random and not realize what’s behind them?

Maybe you are familiar with the case of Art Fry, then a scientist at 3M, the multinational giant that, among a variety of products, is the world leader in high-adhesion adhesives.

Fry and I have something in common: we share the same pleasure of singing in a choir. And when you have a large repertoire of songs, it ends up being common to mark the scores with a piece of paper.

One day, accidentally dropping his sheets with the songs, Fry had his eureka moment: he remembered that a colleague had developed a pressure-sensitive substance, but with poor adhesion. From there, the idea of a bookmark began to germinate.

The scientist’s flash ended up becoming the most famous yellow pad in the world: the Post-it.

Creativity, in short, is something that applies to you too, regardless of your professional field. She is not a gift. It is not exclusive to artists and designers.

It’s just another activity you exercise.

But I confess that I still haven’t found a creative way to sing without being out of tune.

Bill Gates says he reads about 50 books a year, most of which are non-fiction, and help him explain in some way how the world works.

Elon “Mars” Musk, when asked how he learned to build rockets, was synthetic: I read books!

According to Tom Corley, analyzing the role that reading plays in personal success, the rich ones read to educate themselves and self-improvement. The poor ones read mainly to entertain themselves.

But, going back to Bill and Elon, I ask: what do guys like them, multibillionaire tech exponents, have in common?

The fact is that they still rely on one of the oldest instruments of information: printed books. Jeff Bezos, the founder of Amazon, when he launched the Kindle was right when he said that “the book is so highly evolved and so suited to its task that it is very difficult to replace it”.

After all, reading books is a sensorial experience: we like to touch and feel the texture of the paper. I sometimes went further and even sniffed the leaves. Nowadays I don’t get to that much, but I still keep the addiction to reading.

Becoming a billionaire is just a matter of time.