Welcome to Mattermind. I'm Mattermind's founder, Greg Kefalas, and I'm happy you stopped by.
I started Mattermind because I wanted it to be a different kind of boutique strategic agency — one that provides some familiar services, others a little less familiar, but all with a unique and creative twist. How do we do that, though?
First, a little about me: Prior to starting Mattermind, I spent ten years as the technical founder and Chief Technology Officer of VL Group / appliedSB, originating platforms & strategy, managing development, assisting in business development, managing projects, and even handling social media strategy & execution for a handful of clients. I worked with some phenomenal, world-class clients and technology, and helped design, create, and maintain similarly world-class digital products, for clients like those I list in my bio below. I've also been a composer and arranger, as well as a musician and producer, for more years than not. So, I've sat at that dovetail between creativity and technology for decades.
In my life, I've always relentlessly asked why: why does a person do something they do? Why does a product I love make me feel the way it does? Why does certain music move us how it does? Why is it more ideal for this application/program to do things in a certain way? The list of whys is neverending and ever growing. A habitual curiosity about the nature of people & things is the foundation of creative thinking; we have to explore the nature of the things we interact with if we want to expand on them creatively, or if we need to reach out and touch the new.
In recent years, I've found myself fixating more and more on the why. We have amazing technology at our fingertips. It connects us and puts information at arm's reach, more than I could have imagined decades ago when I looked up at the stars. (I even wrote childhood science fiction stories about the nebulous "nodes" that would connect humans, wirelessly & wherever they were, in some far-flung future — it wasn't much of a stretch to see where we'd end up, I guess.)
All of this information and connectivity surrounds us, but as we all know, with increased signal came increased noise. Some noise is good in its own way, though; you need some level of contrast. But, I've been continually surprised at the types of mistakes I've seen otherwise creative, excellent companies and agencies make. And I've wondered why.
It wasn't until reading several excellent books — among them choreographer Twyla Tharp 's The Creative Habit: Learn It and Use It for Life and Pixar founder (and famous computer scientist) Ed Catmull's Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration — that I really got to thinking about those longstanding questions about how otherwise-well-meaning companies could end up contributing noise, instead of signal.
I started Mattermind, along with a trusted team of partners and network of hand-picked creatives, producers, thinkers and doers, because I not only want to create great work — boosting the signal — but also to help brands, companies, and organizations use the incredible technologies we have to do great work, too.
So, back to the original question: how does an agency keep things creative? How do you increase signal without added noise? I can't speak for others, but Mattermind will be approaching problems, strategy, and products…
There's much more, of course. In addition, we'll also be getting into nuts & bolts of specific topics and solutions in this blog, as well as covering client case studies, specific platforms and technologies we're creating, and industry happenings. But, posts tagged with 'Thoughts' will generally be more personal explorations of how we work and create — and, as we wrote the content management system powering this blog (and the image hosting & manipulation API, which is a topic for later), we'll be adding things like RSS feeds for content and tags soon enough.
So, again, welcome to Mattermind. We're really excited to get going. We're glad you're here, and we hope to work with you soon. Subscribe to our email list below to keep up with all of our new posts, and as always, feel free to reach out with questions or feedback.
Greg is the founder & CEO of Mattermind. Before starting Mattermind, he was the Chief Technology Officer of VL Group and appliedSB for a decade, where he originated world-class media delivery & streaming platforms used by clients such as Live Nation, Billboard, Delta, Pepsi, IMVU, Shazam, and dozens more. Besides his career in technology, social media, and strategy, Greg is also the founder and Musical/Creative Director for New York Holiday Singers, Inc., and the mastermind behind the progressive pop/rock project Conspiracy Of Violet.