Questions about Thisness

FAQ QUESTIONS

UNDERSTANDING THISNESS

  • Thisness™ is the discipline of defining what must endure before creative direction begins.

    Rather than beginning with ideas or expression, the discipline begins by recognising and defining what an organisation must remain true to. That definition becomes a point of reference for the creative decisions that follow.

    Thisness does not replace creative practice. It strengthens the foundation from which it grows.

  • Creative work rarely loses coherence in a single moment. More often, it drifts as decisions accumulate and expression moves further from what must endure.

    Definition before design means establishing what must endure before creative direction begins. By defining that foundation first, every subsequent decision has a clearer point of reference.

  • No.

    Branding is one expression of Thisness, but the discipline begins earlier.

    Its purpose is to define what must endure before branding, messaging, design, strategy or organisational culture begin to take shape. That definition provides a shared foundation for every expression that follows.

  • Not in the traditional sense.

    Strategy often focuses on where an organisation is going. Thisness focuses on what it must remain true to as it gets there.

    By strengthening definition before strategic and creative decisions are made, the discipline helps those decisions remain coherent as an organisation evolves.

  • Thisness is a discipline.

    It is practised through the Thisness Method™, supported by the Toolkit and guided by the Lenses.

    Together, they provide a structured way to define what must endure before creative direction begins.

  • The word thisness originates with the philosopher John Duns Scotus, who used it to describe the defining quality that makes something uniquely itself rather than something else.

    The discipline applies this idea to organisations, recognising that each carries something that should endure as it grows and changes.

    Thisness exists to help practitioners recognise, define and protect that enduring identity.

  • Creative tools continue to evolve. Execution is becoming faster, more accessible and increasingly assisted by AI.

    What remains rare is the ability to recognise what must endure before creative direction begins.

    Thisness exists to develop the creative judgement needed to define that foundation, helping practitioners make clearer, more coherent decisions regardless of how the work is ultimately expressed.

  • Yes.

    Creative judgement develops through disciplined practice.

    With every project using the Thisness Method™, practitioners learn where to place their attention, recognise stronger evidence and define what matters with greater clarity. Over time, this strengthens creative judgement, making creative decisions easier to explain, defend and sustain.

    The discipline does not replace judgement. It exists to develop it.

THE THISNESS METHOD™

  • The Thisness Method™ is a structured way to define what must endure before creative direction begins.

    It guides practitioners from observation to definition, helping them recognise what matters, define it clearly and carry that definition consistently into creative work.

    Rather than replacing existing creative processes, the Method strengthens the foundation on which they are built.

  • The Method is made up of five stages: Gather, Reveal, Distil, Shape and Guide.

    Each stage has a distinct purpose, moving practitioners from observation towards definition before creative direction begins. Together, they provide a consistent way to approach projects while leaving room for professional judgement at every stage.

    The Method is intended to be repeated across different projects, strengthening creative judgement through continued practice.

  • The Lenses help practitioners look at their work from different perspectives.

    Each Lens changes where attention is placed, helping practitioners recognise something they may otherwise have overlooked. They do not provide answers or replace judgement. Instead, they encourage practitioners to look again before moving forward.

    Used together with the Method, the Lenses deepen understanding and help strengthen the definition of what must endure.

THE TOOLKIT

  • The Toolkit provides the core resources needed to begin practising the Thisness Method™.

    It includes:

    • The five-stage Thisness Method™

    • The eight Thisness Lenses

    • Practical tools and exercises

    • Guided examples

    • Professional guidance for applying the discipline in practice

    Together, they provide a structured way to define what must endure before creative direction begins.

  • The Toolkit is designed for independent creatives and creative practitioners, including designers, strategists, consultants, studios and founders.

    It is for those who want to develop their creative judgement by bringing greater clarity, coherence and confidence to the work they create before expression begins.

  • The discipline is philosophical in its foundations, but practical in its application.

    The Toolkit is designed to be used within real projects, supporting discovery, positioning, creative direction and decision-making. Its purpose is to help practitioners apply the discipline consistently while continuing to strengthen their creative judgement through practice.

  • No.

    Creative judgement remains central to the discipline.

    The Toolkit provides a disciplined way to develop that judgement through practice. Rather than replacing interpretation, it strengthens the practitioner's ability to recognise what matters, define it clearly and carry that definition consistently into creative work.

  • Yes.

    Practitioner Membership includes an expanding collection of Practice Sheets exploring different aspects of the discipline in greater depth.

    These resources are designed to support continued learning, helping practitioners strengthen their understanding and application of Thisness as the discipline evolves.

  • The Toolkit provides the core discipline.

    Practice Sheets explore specific aspects of that discipline in greater depth.

    Together, they support both learning the Method and continuing to develop through practice.

PRACTITIONER LICENCE

  • A Thisness Practitioner™ is someone committed to developing their creative judgement through the disciplined practice of defining what must endure before creative direction begins.

    Practitioner Membership includes a professional licence to apply the Thisness Method™ within commercial work.

    Practitioners use the Method, Toolkit and Lenses to help organisations define what must remain true, creating a stronger foundation for branding, communication, design, strategy and decision-making.

  • No.

    Thisness is a discipline, not a certification.

    Practitioner Membership supports continued development through practice rather than assessing practitioners against a fixed standard.

    The emphasis is on strengthening creative judgement over time using the Method, Toolkit and Practice Sheets.

  • The Practitioner Licence gives members permission to apply the Thisness Method™ within professional client work while helping protect the integrity of the discipline.

    Licensed practitioners may:

    • Apply the Thisness Method™ within professional practice

    • Use the Thisness Toolkit™ within client projects

    • Integrate the Thisness Lenses into discovery and creative direction

    • Describe themselves publicly as Thisness Practitioners™

    • Use Thisness terminology when referring to the discipline and its application

    • Create a profile in the Thisness Practitioner Directory (when available)

    The licence grants the professional right to practise the discipline. It does not transfer ownership of the intellectual property.

  • Yes.

    Thisness is designed to strengthen existing creative practice, not replace it. The discipline provides greater clarity before creative direction begins, making it easier to integrate into the ways practitioners already work.

    Many practitioners apply elements of Thisness within brand strategy, design discovery, messaging development, workshops, positioning, and organisational direction.

  • The annual licence supports the continued development and stewardship of the discipline as it evolves through professional practice.

    It also provides practitioners with access to the latest version of the Thisness Toolkit™, Practice Sheets, and future developments, helping ensure they continue working with the most up-to-date resources.

  • The Method provides a consistent discipline rather than a rigid formula.

    Professional judgement remains central to its application. As practitioners gain experience, the Method becomes part of how they think rather than a sequence they mechanically follow.

AI & CREATIVE PRACTICE

  • Yes.

    Thisness is designed to work alongside AI and other creative technologies.

    AI can accelerate research, exploration and execution, but it cannot determine what an organisation must remain true to.

    The discipline helps practitioners define the foundation that creative work should remain aligned with, regardless of how that work is ultimately produced.

    Further exploration of Thisness and AI is included within the Practitioner resources.

  • If anything, it increases it.

    As execution becomes faster and more accessible, the defining advantage increasingly lies in creative judgement and the ability to define what an organisation must remain true to before expression begins.

    Thisness exists to strengthen that judgement, helping practitioners make more coherent creative decisions regardless of how the work is produced.

PRACTICE & APPLICATION

  • Thisness can be applied across a wide range of organisations.

    It is most valuable wherever clarity, meaning and long-term coherence influence decisions, communication and creative direction.

    While the discipline can be applied in many sectors, it tends to resonate most strongly with organisations seeking a clearer foundation for future growth and change.

  • No.

    Branding is one expression of Thisness, but the discipline can inform any work that depends on clarity, coherence and shared direction.

    It may shape messaging, organisational culture, leadership communication, digital experiences, decision-making and organisational identity.

  • Traditional branding often focuses on how an organisation is expressed.

    Thisness focuses on what that expression should remain true to.

    Rather than replacing branding, the discipline provides a clearer foundation for identity, messaging, positioning, campaigns and visual communication.

    The result is creative work that remains recognisably itself as an organisation evolves.

  • When Thisness is applied consistently, practitioners develop stronger creative judgement.

    Discovery becomes sharper, direction becomes clearer and creative decisions become easier to explain, defend and sustain.

    As organisations gain a clearer understanding of what they must remain true to, communication becomes more coherent, revisions reduce and expression develops with greater confidence.

    The result is creative work that remains recognisably itself as it evolves.

  • Thisness was developed by Rob Hotchkiss through years of professional creative practice across branding, communication, and digital design.

    The discipline emerged from a simple observation: many creative challenges begin long before execution, at the point where organisations lose clarity about what they must remain true to.

    Thisness continues to evolve through professional practice.

    Examples of related creative work can be found through Hot Creative, while the story behind the discipline is explored in What led to Thisness.

  • Yes.

    A public directory of licensed Thisness Practitioners is planned for the future.

    The directory will help organisations discover practitioners applying Thisness professionally, while making it easier for practitioners to discover one another.

    Founding Practitioners will be invited to create a profile when the directory launches.