An energetic dialogue between James Finn, Audible’s Global Head of Brand Content Marketing, and Elav Horwitz, WPP’s Chief Innovation Officer, about the resurgence of hands-on making. Instead of focusing on tools or trends, they zero in on the mindset shift happening inside teams: a return to experimentation, scrappiness, and personal authorship. They explore why the best ideas now come from unexpected places, how leaders can clear space for real creative play, and what it means to build cultures where everyone makes something that matters.