Smell the fart
I learned the term 'Smelling the Fart' when I took a creative leadership course at Kaospilots in Denmark 2 years ago. Despite its humorous name, it's one of the most valuable concepts I've encountered in creative work and brand building.
What Does It Mean?
"Smelling the Fart" is about having the courage to sit with discomfort, particularly in creative processes. It's the moment when an idea is proposed that makes everyone slightly uncomfortable—not because it's bad, but because it's different, unexpected, or challenges the status quo.
Why Discomfort Matters in Creativity
The instinct in most meetings is to quickly move past these uncomfortable moments. Someone cracks a joke, changes the subject, or immediately shoots down the idea. But this is exactly when we need to pause and "smell the fart"—to sit with the discomfort and explore why it's making us uncomfortable.
Often, the ideas that make us most uncomfortable are the ones with the most potential to create breakthrough innovation. They challenge our assumptions, push boundaries, and force us to think differently.
How to Practice This in Your Organization
- Normalize discomfort: Acknowledge when something feels uncomfortable and make it okay to explore why
- Create space: When someone proposes an uncomfortable idea, don't immediately judge it. Let it breathe
- Ask questions: Instead of dismissing, ask "What if this worked?" or "What would need to be true for this to succeed?"
- Celebrate courage: Recognize team members who bring uncomfortable ideas to the table
The Impact on Brand Building
In brand building, the most memorable and impactful campaigns often come from ideas that initially made people uncomfortable. Think about the brands that have truly moved culture forward—they didn't get there by playing it safe.
A Personal Reflection
Since learning this concept, I've tried to practice it in my own work. It's not easy. Our instinct is to seek comfort and consensus. But I've found that when we have the courage to sit with discomfort, to really "smell the fart," we often discover gold on the other side.
So next time you're in a meeting and someone proposes something that makes everyone shift uncomfortably in their seats, resist the urge to move on quickly. Sit with it. Explore it. You might just find your next breakthrough.
