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Zeig Geist – be zeitgeisty but in a spirited way!

We just love concepts, spirits, ghosts, invisible forces that affect us human beings in so many different ways and forms. Forceful but intangible, beautifully mysterious and transcending our human minds, we call them “concepts”, “spirits”, “ghosts”, “invisible forces” as we try to grasp them, to categorize and dissect them into smaller chunks easier to process.

“Zeitgeist” is one of the sexiest concepts.  “Zeitgeist” is a concept from 18th to 19th century German philosophy meaning the “spirit of the times”.  It refers to that invisible force dominating the characteristics and the mentality of a given epoch. The term Zeitgeist is usually associated with the German writers and philosophers Hegel, Herder and Goethe.

It is the spirit of the times, or the “Zeitgeist” that determines the freedom and correlating boundaries within which people at a given epoch think, feel and act. It determines the culture, the art and fashion of a given period and explains why in our current epoch no designer would think of creating baroque clothing.

It seems that we are all under the spell of the spirit of our times, the über powerful Zeitgeist. However, Zeitgeist is by nature a changing concept, constantly evolving. It is continually reshaped by the leading spirits of our epoch. To quote Haruki Murakami

“If you only read the books that everyone else is reading, you can only think what everyone else is thinking.”

This is exactly what we wanted to say with our jeu de mots “Zeig Geist”: if you buy into everything that your epoch serves you without using your spirit (zeig Geist in German or show spirit), there will be no evolution!

So be zeitgeisty but in a spirited way and Zeig Geist (show spirit)!