The Answers are in the Mess.
On Entropy and 'The Mess' that can bring us to clarity much easier and faster.
Most people crave order. A clear plan. A polished final product. I don’t believe there’s such thing. There’s no order. There’s no perfection. The quicker you free yourself from this idea, the more progress you’ll see.
The real magic is in the messy and unpredictable process of getting there. I talk about it more in my latest Linkedin posts. One on how I’ve launched GOOD SOULS - a global community of like-minded people who believe in the power of connection. Think suppers, coffees, walks, talks, all the good things in life. Only after a year I set up Instagram (@_goodsouls) for it. See? Not perfect. And that’s OK.
The other one talks about how we embrace ‘The Mess’ with our clients. Context: I’m the CEO of NATALKA (my 14 year old strategic innovation and storytelling consultancy). This is what my brain does all day long. Help businesses move through complexity. From the messy, uncomfortable middle to sharp and powerful clarity. The process isn’t linear, but it works. Strategising, dot connecting, innovating, going through the ‘mess’ is a natural part of the process. I even ask my clients to keep a doc called ‘The Mess’ where we throw all the insights we want to consider for our strategic sessions.
Don’t believe me? Let’s see what the science says.
Science backs this up. Your brain hates uncertainty. It craves predictability, which is why we freeze when faced with an imperfect first step. The anterior cingulate cortex, responsible for error detection, gets activated when we sense something isn’t quite right: triggering discomfort, hesitation and overthinking.
That’s why perfectionism isn’t just a personal trait, it’s a neurological trap.
Entropy: The Art of Disorder
Rick Rubin, in ‘The Creative Act’, talks about entropy - the natural tendency of everything in the universe to move from order to disorder. In creativity, business and life, we aren’t meant to resist chaos, we’re meant to use it.
Instead of fearing the mess, we should harness it. That’s where breakthroughs happen.
Think about the best strategies, innovations or creative works. They don’t emerge from step-by-step manuals. They evolve from an interplay of experiments, iterations, and unexpected turns.
Why Your Brain Fears the First Step (and How to Trick It)
Your prefrontal cortex—the part of your brain responsible for planning and decision-making—can be overwhelmed by too many unknowns. When it perceives risk (even the small emotional risk of trying something new), it slows you down to “protect” you.
The trick? Lower the stakes.
🔹 Instead of aiming for a perfect outcome, aim for an outcome.
🔹 Instead of worrying about the right choice, make a choice.
🔹 Instead of planning endlessly, just start.
Because the moment you take action, your brain shifts from prediction mode to problem-solving mode. And suddenly, the resistance fades.
From my LinkedIn post on ‘The Mess’.
What If You Worked With Entropy Instead of Against It?
Imagine approaching your next big project, pitch, or idea with less fear of the mess and more trust in the process. James Clear - author of ‘Atomic Habits’ discusses this in his article ‘Why life always seems to get more complicated.’ Check it out, it’s a great read.
Because the mess isn’t a detour—it’s the path.
If you need to win a pitch, frame a new opportunity or rethink your business direction, let’s do it the entropy way—moving from messy to clear, step by step.
Science says your brain thrives in action, not overthinking. So go, try, make, do.
That’s where the real magic starts.
One Question 🧠
If you could let go of perfection for one day, what would you start working on?
P.S. Heading to SXSW in Austin next week? Let’s connect. I’ll be there, ready to embrace the beautiful mess.