"I think one of the important evolutions is that we no longer feel compulsively the need to argue, or to justify things on a kind of rational level. We are much more willing to admit that certain things are completely instinctive and others are really intellectual"

Rem Koolhaas reflects on a shift in creative and intellectual culture, particularly within fields like architecture and design, where the demand for constant justification and rational explanation is giving way to a more nuanced understanding of human motivation and action. He points out that historically, there was a strong compulsion to rationalize every decision, to provide logical arguments and intellectual frameworks as the foundation for any choice or direction. This compulsive justification was deeply embedded in professional and cultural practices, often leading to an overemphasis on explanations and conceptual language, even where intuition or instinct were the real driving forces.

Koolhaas suggests that an important evolution has taken place: actors in creative fields have become more comfortable acknowledging that some decisions emerge from gut feelings, emotional resonance, or instinctive responses, factors that may not be easily rationalized through words or theoretical arguments. At the same time, they recognize other decisions come from deliberate, intellectual processes, and that these two modes of thought can coexist without contradiction or hierarchy.

This perspective challenges the traditional dichotomy that elevates logic above intuition. Rather than forcing every aspect of creative production through the sieve of rationality, there is an acceptance that intuition can have equal legitimacy, and that some of the most compelling work arises from balancing instinct and intellect. By resisting the urge to justify every action, creatives become freer in their decision-making, potentially accessing deeper, more personal truths and creating solutions that are authentic rather than overdetermined.

Koolhaas encourages a culture where instinct is not dismissed as irrational or lesser, but is valued as an essential counterpart to reason. This evolution acknowledges the complexity of human thought and the layered nature of creativity, fostering an environment where both impulsive and considered responses are valid and valuable in shaping meaningful work.