Nothing Exists. Everything is Made Up

Unleashing Innovation by Breaking the Fictions We Live By

Remember the first time you realised that money only has value because we all agree it does?

Were you today years old?

That may very well have been one of the first cracks in the wall of reality that most of us take for granted. What if I told you that this idea—that nothing really exists as we think it does, and everything is made up—could be the key to unlocking unprecedented innovation and creativity?

The world we live in, the structures we navigate, and the rules we follow are all products of our collective imagination.

As Yuval Noah Harari puts it in Sapiens, human society is built on shared fictions—concepts like money, corporations, and nations, which exist only because we agree they do. These fictions, while intangible, have shaped our entire world. But what happens when we start questioning these constructs? What if we realise that nothing exists independently and everything is made up?

Welcome to the frontier of creativity as innovation.

Harari’s Sapiens lays the groundwork for understanding how these shared fictions are central to human cooperation and the development of complex societies. Our capacity to create and believe in stories—whether it’s about where we work, belief systems, or corporate identity—has built civilizations. These stories are not based on any tangible reality; they exist only because we collectively agree to believe in them. This uniquely human trait is what sets us apart from other species, and allowed us to dominate the planet.

But there’s a deeper layer to this idea, one that French philosopher Michel Foucault explored in his examination of power and knowledge. Foucault argued that what we perceive as truth is often a product of historical and social contexts—another layer of fiction created by those in power. His concept of “discursive formations” shows how societies create and maintain power through narratives that define what is true, normal, or acceptable (The Archaeology of Knowledge, 1969).

By understanding that our social constructs are not fixed realities but fluid stories, we suddenly gain the power to rewrite them.

This is the essence of innovation: the ability to see beyond the established order, to question the narratives we’ve been handed, and to imagine new ones.

Barriers melt

Years ago, I found myself in some meeting, staring at a sea of serious faces discussing serious things, or things they wanted to make sure were seen as serious. As the conversation droned on, I had a sudden aha moment: this entire structure—the company, the way we defined the culture, even the brand—was nothing more than a story we all agreed to tell.

The Emperor had no clothes, in fact, he was never an emperor in the first place. The company existed because we said it did, and the moment we stopped believing in it, it would vanish like a puff of smoke.

That moment, and many like it since, fuel my obsession with the idea that nothing exists, and everything is made up. Most things are just figments of our collective imagination.

The stories we tell ourselves can either limit or liberate us. These stories, while powerful, are not absolute; they can be challenged and rewritten.

The COVID-19 pandemic serves as a powerful case study in how our shared fictions can be dismantled and reimagined. The sudden shift to remote work, the rapid adoption of digital tools, and the rethinking of what "essential" really means—all of these changes were possible because the crisis forced us to confront the fictions we had long taken for granted. The idea that work could only be done in an office suddenly became nothing more than a shared belief that melted away, as the story no longer served us. One that many try to start again to this day but that’s another story.

Biologist E.O. Wilson’s work in Consilience: The Unity of Knowledge talks about how human culture, including our institutions and social constructs, is a product of both our biology and our capacity for shared beliefs. His work underlines the idea that the constructs we live by are not inevitable, but rather choices that can be reshaped for greater innovation and social progress.

Wilson’s perspective adds a layer of scientific grounding to this idea of malleable systems.

So, how can our collective aha moment of being surrounded by fiction drive innovation in your work, your business, or your team? Start by recognising that the barriers you face may not be as solid as they seem. The rules you follow, the processes you adhere to, the deadlines or barriers, even the goals you strive for—all of these are based on collective agreements that can be renegotiated.

Consider the rise of the gig economy. The traditional notion of employment—steady jobs with benefits, long-term security—was upended by companies like Uber and Airbnb, which rewrote the narrative around work, simply because someone thought carpooling could be done better, and easier. They recognised that the employer-employee relationship was just a construct, one that could be reimagined to fit a more flexible, decentralized model. This wasn’t just about technology; it was about changing the story.

Moving Beyond Fiction: The Path to Creativity and Impact

To truly innovate, you must be willing to let go of the fictions that no longer serve you.

This requires courage, creativity, and a willingness to embrace uncertainty. But the rewards are immense. By breaking free from the constraints of baked in narratives, you open up a world of possibilities—new ways of working, new business models, new ways of thinking.

Harari’s work on shared fictions, Foucault’s insights on power and discourse, and Wilson’s exploration of cultural evolution all point to one powerful conclusion: nothing exists, everything is made up.

And there lies the potential for profound innovation and transformation.

The world is a story we tell ourselves, we have the power to rewrite it—to craft new narratives that align with our highest aspirations as a human species to do better in the world.

Rewrite Your Story

Here’s your challenge: the next time you find yourself stuck, ask: What if this barrier is just a story? What if I could rewrite it?

In the follow-up to this piece, I’ll introduce a method I’ve developed to help you harness this power, to move beyond the fictions that limit you, and to tap into your innate potential for creativity and innovation.

In the end, the greatest story ever told is the one you write for yourself.