"I'm doing it for me, and if it works for me, I'm doing my best. Then there's a good chance the audience will like it too."

 "The answers to our problems don't all come from inside of us. If we remain conscious, we can find solutions by simply being open to the influence of the outside world." - Rick Rubin

While creating ituvana, the most rewarding part of the journey has been learning to trust my inner voice in decision-making. Rick Rubin’s philosophy deeply resonates with me, and here are some tools he works with:

Rubin emphasises listening to your inner voice and trusting your instincts in the creative process, rather than relying solely on logic or external validation.

He believes that true art is born from creating what resonates personally—if it feels authentic to you, it’s more likely to connect with others.

He often highlights the value of simplicity, both in life and art. Stripping away the unnecessary reveals the true essence.

For Rubin, being fully present is the key to creativity, allowing artists to channel their most authentic work without distractions.

Creativity, he believes, is a journey. Embracing both successes and failures is essential to the process.

He prioritises serving the art itself, not the artist’s ego, focusing on helping others find their authentic voice.

Rubin underscores the importance of quiet and solitude as tools to reconnect with oneself and the creative source.