My approach to what I do in my job — and it might even be the approach to my life — is that everything I do is the most important thing I do. Whether it’s a play or the next film. It is the most important thing. I know it’s not going to be the most important thing, and it might not be close to being the best, but I have to make it the most important thing. That means I will be ambitious with my job and not with my career. That’s a very big difference, because if I’m ambitious with my career, everything I do now is just stepping-stones leading to something — a goal I might never reach, and so everything will be disappointing. But if I make everything important, then eventually it will become a career. Big or small, we don’t know. But at least everything was important.
A theory of change is the opposite of a theory of action — it works backwards from the goal, in concrete steps, to figure out what you can do to achieve it. To develop a theory of change, you need to start at the end and repeatedly ask yourself, “Concretely, how does one achieve that?”
I was in a hotel room a few years ago and I woke up in the early hours and glanced at the digital clock radio. It displayed the time using six digits HH:MM:SS
Just at the moment I glanced it flicked over to 04:04:04. It occurred to me that, using calculator word logic, this would read ‘ho ho ho’ if viewed upside down. That year I produced a Christmas card with those digits on the front and ‘Christmastime’ printed upside down as the message on the inside. In the absence of any further explanation, absolutely nobody understood the card.