Stop talking, start building. Why speed is the new creative superpower.

A conversation with creative director and lecturer Jort Schutte about the module Creative Problem Solving.

At Google ZOO, Jort Schutte learned how a team that transforms ideas into tangible prototypes at lightning speed can gain a serious competitive edge. Now, he brings that formula to Artemis University. In a dynamic conversation that keeps circling back to one key lesson—action over endless discussion—Jort explains how technology empowers both creators and companies to not just dream big, but to test fast.

Accelerating smartly

We meet Jort in Amsterdam, where he runs his studio, The Incredible Time Machine, working on a range of projects. “To many organizations, AI still feels abstract—but its relevance is simple,” he begins. “You can come up with an idea today and have it in the hands of real users by tomorrow. Technology radically shortens that path.”

“You can spend months talking strategy—or you can build a prototype tomorrow and let the feedback tell the story.”

Jort recalls how, at Google ZOO, he co-created prototypes alongside brands and agencies in the same room. “That pace encouraged even the most established players to experiment. The conversation shifted from ‘Does this align with our brand values?’ to ‘What does this test teach us about the user?’ That shift—from opinions to data—is exactly what I want students to experience.” According to Jort, the world needs solutions that make an impact not in ten years, but in ten weeks. “Think about climate, the energy transition, inclusivity. We don’t have time for internal battles. The tools are out there: generative AI for concepts, no-code platforms for MVPs, AR frameworks for immersive experiences. The real question is: are you willing to experiment? ”That’s exactly what the Creative Problem Solving module is designed for. Students bring a real-world challenge to the table, quickly shape a sharp briefing, and then dive—often within the same class—into user research, ideation sprints, and prototyping. “Our rule is: no PowerPoints. You pitch an experience. A clickable demo, an AI-generated campaign—something the other person can feel. That’s when the real conversation begins.”

“Technology is just Lego in new colors. The bricks still click together the same way—you just decide faster what you’re building.”

Time is Jort’s favorite topic. “Everyone complains there aren’t enough hours in a day, yet we waste weeks in meetings. My mission is to show creatives that speed and creativity don’t cancel each other out—they amplify each other.”

Jort Schutte teaches the part-time module Creative Problem Solving at Artemis. Find more information on the module here.