Episodit

  • The final episode of The Creative Condition for 2024 is a deep dive into the lessons of the world's greatest-ever polymath Leonardo Da Vinci. And who better to present them than a Fly-fisher of over 40 years and author of the amazing Fly Fishing with Leonardo Da Vinci – David Ladensohn!?

    Leonardo saw no boundaries between all of life's wonders and spent his life exploring them to identify the patterns. A man who painted the Mona Lisa, designed bridges centuries ahead of the capabilities to build them, envisioned the helicopter, and, connecting him with David, obsessively studied water's ways.

    He's endlessly fascinating to me and teaches us so much about creativity without limits, so David and I see out the year with a mazy discussion about all of this and more.

    Merry Christmas to my beloved listeners, and a creative new year! Please tell a friend about the show, and subscribe on your preferred platform!

    Supported by founding sponsor Illustration X who you can visit to see their glorious illustration and animation portfolios at https://illustrationx.com

    The Creative Condition website is now live at https://thecreativecondition.com where you'll find creativity resources and coaching opportunities.

    To get Fly Fishing with Leonardo Da Vinci, head here!




  • The second installment of The Creative Condition podcast's 'The Creativity Diary'.

    This edition contains thoughts on:

    The maturity trap: why an encounter with a police officer, my dog, and a tennis ball conjured a 14-year-old 'fitting in' mindset.The inarticulable sense of belonging somewhere at the right time.Appearance and perceptionAI bots commenting on posts and the subsequent etiquette dilemma as AI ups its bot game The importance of getting the house in order before trying to createReappraising my relationship with social media and the impact of getting older on deciding where time is spent

    Supported as ever by the founding show sponsor https://illustrationx.com

    Please consider sharing, commissioning, or critiquing the work of the brave Ukrainian creative community at https://ui.org.ua

    Visit https://thecreativecondition.com for The Creative Condition's resources to support your creativity including books, articles, the diary, coaching and consultation!

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  • For over 25 years, Duncan Wardle drove creativity and innovation at Disney. He sent Buzz Lightyear into space with NASA, almost had Roger Rabbit eliminated by agents after Princess Diana was put in danger, and oversaw a U.S. President-sanctioned parade for a special turkey at Disneyland.

    But more importantly, he's sharing the inner workings of his creative thinking in a superb new cookbook-style recipe format book, The Imagination Emporium.

    He joins me to cut through a monstrous amount of topics around AI, imagination, how to break through the misperception that only some people are creative, and why businesses routinely overlook creativity's role in progression.

    Supported as ever by founding sponsor Illustration X: https://illustrationx.com

    https://www.whsmith.co.uk/Product/Duncan-Wardle/The-Imagination-Emporium--Creative-Recipes-for-Innovation/15598381?awaid=3017&utm_source=redbrain&utm_medium=shopping&utm_campaign=css&gclid=CjwKCAiA0rW6BhAcEiwAQH28IpF-hV7ZWc6Q_EK7Rjh2d98jEYYVr3MDGbYuu69fRR7oIB-en_SUbBoCZtwQAvD_BwE

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://thecreativecondition.com for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition


  • The dark nights are here. It takes more work for those of us on the wintry side of the globe to manage our thoughts and not fall victim to the harsher conditions. Pulled from the 'Anatomy of Creativity' coaching framework and my experiences/the wisdom of others, here are 8 suggestions to help you maintain optimal creativity and good mental health while we're under Gotham skies.

    Supported as ever by founding sponsor Illustration X: https://illustrationx.com

    The list:

    1. Get offline
    2. Get out more
    3. Read Not the End of the World by Hannah Ritchie
    4. Practice 'whole body mental health'
    5. Play, be silly, get out of 'the maturity trap'
    6. Get to know your deathbed self
    7. Conduct an emotional creativity health check and make unconditionally
    8. Take care of your relationship with money

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Synoptic Office is an award-winning design agency founded by Caspar Lam and YuJune Park. They work globally with leading cultural, civic, and business organizations to communicate ideas, build experiences, and cultivate new audiences.

    We talk about their work across design and education, and their brilliant projects digging into cultural institution archives to bring art to more people via technology.

    Caspar and Yujune also share the history of the agency.

    https://www.synopticoffice.com/

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here:

    https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • The first of an ongoing series of thoughts, ideas, suggestions, and tips around creativity and its inner workings.

    Biophilia, eco-anxiety, the unconscious mind, less-screen time, Yorkshire Sculpture Park, the imagination in children and adults, 24/7 news cycles and elections, and more are covered.

    Music by Dirty Freud

    Supported by https://illustrationx.com

    https://ui.org.ua to help the Ukrainian Insititute

    The Creative Condition book is out now https://bentallonwriter.com/shop

    Ben Tallon Illustration https://bentallon.com


  • We're heading into dark nights season. These panic-fuelled days can be tough. Here in the UK I often lament the dreary, soggy, TO-LET addled high streets and the way they assail already tested moods. So I picked up the colour psychologist bat phone and called Justine Fox.

    Justine is an expert in applied colour psychology and we're getting into the opportunity to do more with our urban environments, to promote more consideration for the impact of colour, and what needs to happen to shift perception away from luxury and folly to a key player in the visual landscape when it comes to mental health.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here:

    https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://justinefox.com/

    https://www.linkedin.com/search/results/all/?fetchDeterministicClustersOnly=true&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAACGWb0B-2Rf6Tyjo10qlj5pwp2IDbKjTy0&keywords=justine%20fox&origin=RICH_QUERY_SUGGESTION&position=0&searchId=fda4694c-99a7-45b4-b617-0137b66da119&sid=JOC&spellCorrectionEnabled=false

    https://open.spotify.com/episode/3cFn73Vu6H09UmkPzhBivC - Max Ottignon in conversation

    Shaun Ryder in conversation: https://open.spotify.com/episode/6astuM9Yh9wqnGwmI4p2Bt

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Lights off, blankets on, The Walking Dead on, forget about the world's insanity for one hour. Many of us can relate to that feeling, but what are the deeper themes?

    I drill down into the sense of comfort I get when I watch survival horror, or played those old Resident Evil games. It's not that I want everything to collapse, but could there be a better balance? What is 'evolutionary mismatch' and what can we learn from this comforting feeling about the foundations of our creativity?

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://raggededge.com/

    https://open.spotify.com/episode/3cFn73Vu6H09UmkPzhBivC - Max Ottignon in conversation

    Shaun Ryder in conversation: https://open.spotify.com/episode/6astuM9Yh9wqnGwmI4p2Bt

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • I don't care what you do. I care who you are. What moves you, what excites you, what you're bad at, what you find funny, what trauma you've suffered. That's your brand. Not your logo, or website, or profession. These things matter, but without knowing yourself and projecting it in everything you do, they are irrelevant.

    Today I'm discussing a recent loss of confidence, how it was remedied, and what I learned about the personal brand I always trusted and made a creative industry career possible.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://raggededge.com/

    https://open.spotify.com/episode/3cFn73Vu6H09UmkPzhBivC - Max Ottignon in conversation

    Shaun Ryder in conversation: https://open.spotify.com/episode/6astuM9Yh9wqnGwmI4p2Bt

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Natalia Talkowska is a Polish-born, award-winning CEO and Founder of the pioneering neuroscience-led strategic storytelling agency Natalka Design. Founded in 2012, Natalia and her team redefine how businesses communicate, using neuroscience-led visual storytelling for instant ideation and problem-solving to create strategic creative that really resonates with people. Working with renowned brands, including Google, Disney and The British Royal Family and leading agencies and consultancies, including PWC, Ernst and Young, Omnicom and Havas.

    We get into the perception of drawing, Natalia's interesting path into the creative industry, and her love of storytelling and its science.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://www.natalkadesign.com/

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Takeaway learnings from:

    The New Yorker staff writer and author of Filterworld: How Algorithms Flattened Culture Kyla Chayka details the trajectory of the internet from human-curated and cultivated passions to algorithmic conformity and sameness.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://uk.bookshop.org/p/books/filterworld-how-algorithms-flattened-culture-kyle-chayka/7590771?gad_source=1&gclid=Cj0KCQjwpP63BhDYARIsAOQkATYRIbzEOHSkWygTXQLp1-4481W38CRKQgqujFc2CFvagFMdNih4T7gaAjw2EALw_wcB

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • The full length episode is also available now!

    The New Yorker staff writer and author of Filterworld: How Algorithms Flattened Culture Kyla Chayka details the trajectory of the internet from human-curated and cultivated passions to algorithmic conformity and sameness.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://uk.bookshop.org/p/books/filterworld-how-algorithms-flattened-culture-kyle-chayka/7590771?gad_source=1&gclid=Cj0KCQjwpP63BhDYARIsAOQkATYRIbzEOHSkWygTXQLp1-4481W38CRKQgqujFc2CFvagFMdNih4T7gaAjw2EALw_wcB

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • The New Yorker staff writer and author of Filterworld: How Algorithms Flattened Culture Kyla Chayka details the trajectory of the internet from human-curated and cultivated passions to algorithmic conformity and sameness.

    Please take a moment to rate, review, and subscribe to the show! And please, TELL A FRIEND ABOUT THE SHOW!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    https://uk.bookshop.org/p/books/filterworld-how-algorithms-flattened-culture-kyle-chayka/7590771?gad_source=1&gclid=Cj0KCQjwpP63BhDYARIsAOQkATYRIbzEOHSkWygTXQLp1-4481W38CRKQgqujFc2CFvagFMdNih4T7gaAjw2EALw_wcB

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Creating a vision on paper helped me to make sense of a very scattered brain and regain some momentarily displaced passions, so I wanted to share the exercise with you.

    I was shocked at how many needs, hopes, and fears I brought to the surface during this exercise from The Creative Condition coaching program.

    Why have a vision? How fantastic can it be? And what about real-world constraints?

    I'd love to see yours, so share at [email protected] or on Linkedin or Instagram and we can discuss it!

    Please take a moment to rate, review, and subscribe to the show!

    To see the information on the group and individual coaching opportunities, head here!

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • Here are the key takeaway learnings about creativity from:

    After many years working as a full-time illustrator as Miss Led, Joanna Henly has grown. Returning to the show for the 3rd time, Joanna reflects on her 5 years helping others as a mentor, balancing it with her art practice, and the personal understanding and acceptance it's required.

    We get into sensitivity, the importance of 'white space' to think, process, and develop relationships with all things key to optimal creativity.

    Joanna moved from London to Lisbon to find more of that white space and time to think, and she details that change, and why that uncertainty is necessary.

    https://www.joannahenly.co.uk/

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • (The highlights edition of this episode is also out now)

    After many years working as a full-time illustrator as Miss Led, Joanna Henly has grown. Returning to the show for the 3rd time, Joanna reflects on her 5 years helping others as a mentor, balancing it with her art practice, and the personal understanding and acceptance it's required.

    We get into sensitivity, the importance of 'white space' to think, process, and develop relationships with all things key to optimal creativity.

    Joanna moved from London to Lisbon to find more of that white space and time to think, and she details that change, and why that uncertainty is necessary.

    https://www.joannahenly.co.uk/

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • (The full-length edition of this show is also out now)

    After many years working as a full-time illustrator as Miss Led, Joanna Henly has grown. Returning to the show for the 3rd time, Joanna reflects on her 5 years helping others as a mentor, balancing it with her art practice, and the personal understanding and acceptance it's required.

    We get into sensitivity, the importance of 'white space' to think, process, and develop relationships with all things key to optimal creativity.

    Joanna moved from London to Lisbon to find more of that white space and time to think, and she details that change, and why that uncertainty is necessary.

    https://www.joannahenly.co.uk/

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition


  • The full-length and highlights editions of episode 243 are also out now!

    What we learned about creativity from:

    Professor Carlos Moreno, a specialist in the intelligent control of complex systems joins me to discuss the urgency to rethink the design of urban infrastructure in the face of the climate crisis among other collective problems.

    Author and pioneer of The 15-minute City, Carlos is a huge proponent of humancentric design, putting communities, creativity, and collective voices over capitalism-led planning.

    He explains his vision, why we have become so disconnected, and disaffected, and the role of the automotive industry in breaking up neighbourhoods, leading to marginalisation and inequality.

    One of the world's great minds brings some fantastic possibilities to The Creative Condition.

    https://uk.bookshop.org/p/books/the-15-minute-city-a-solution-to-saving-our-time-and-our-planet-carlos-moreno/7627781

    https://www.linkedin.com/search/results/all/?fetchDeterministicClustersOnly=true&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAARSRwcBlT7inbfERe9iTxLLGhSfmB4TDCM&keywords=carlos%20moreno&origin=RICH_QUERY_SUGGESTION&position=0&searchId=dc31c44b-e817-4f25-93bd-68dd31a3568e&sid=h0O&spellCorrectionEnabled=false

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition

  • The full-length episode is also out now!

    Professor Carlos Moreno, a specialist in the intelligent control of complex systems joins me to discuss the urgency to rethink the design of urban infrastructure in the face of the climate crisis among other collective problems.

    Author and pioneer of The 15-minute City, Carlos is a huge proponent of humancentric design, putting communities, creativity, and collective voices over capitalism-led planning.

    He explains his vision, why we have become so disconnected, and disaffected, and the role of the automotive industry in breaking up neighbourhoods, leading to marginalisation and inequality.

    One of the world's great minds brings some fantastic possibilities to The Creative Condition.

    https://uk.bookshop.org/p/books/the-15-minute-city-a-solution-to-saving-our-time-and-our-planet-carlos-moreno/7627781

    https://www.linkedin.com/search/results/all/?fetchDeterministicClustersOnly=true&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAARSRwcBlT7inbfERe9iTxLLGhSfmB4TDCM&keywords=carlos%20moreno&origin=RICH_QUERY_SUGGESTION&position=0&searchId=dc31c44b-e817-4f25-93bd-68dd31a3568e&sid=h0O&spellCorrectionEnabled=false

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition


  • The highlights episode is also out now!

    Professor Carlos Moreno, a specialist in the intelligent control of complex systems joins me to discuss the urgency to rethink the design of urban infrastructure in the face of the climate crisis among other collective problems.

    Author and pioneer of The 15-minute City, Carlos is a huge proponent of humancentric design, putting communities, creativity, and collective voices over capitalism-led planning.

    He explains his vision, why we have become so disconnected, and disaffected, and the role of the automotive industry in breaking up neighbourhoods, leading to marginalisation and inequality.

    One of the world's great minds brings some fantastic possibilities to The Creative Condition.

    https://uk.bookshop.org/p/books/the-15-minute-city-a-solution-to-saving-our-time-and-our-planet-carlos-moreno/7627781

    https://www.linkedin.com/search/results/all/?fetchDeterministicClustersOnly=true&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAARSRwcBlT7inbfERe9iTxLLGhSfmB4TDCM&keywords=carlos%20moreno&origin=RICH_QUERY_SUGGESTION&position=0&searchId=dc31c44b-e817-4f25-93bd-68dd31a3568e&sid=h0O&spellCorrectionEnabled=false

    https://bentallonwriter.com/shop for The Creative Condition book and the brand new 'Anatomy of Creativity' map.

    Sponsored as ever by https://illustrationx.com who have a superb new quarterly illustration trends report here: https://www.illustrationx.com/uk/news/5992/trendx_-_april_2024

    and the Ukrainian Institute https://ui.org.ua

    Hosted by Ben Tallon https://bentallon.com

    https://www.linkedin.com/in/ben-tallon-a822a725/

    https://www.youtube.com/@_TheCreativeCondition