What Brian Wilson Taught Us About Creativity and Craft
Yesterday, Brian Wilson — the creative force behind the Beach Boys and one of the greatest musicians, singers, songwriters, and record producers of all time — passed away at 82.
After moving past the initial sense of loss for such a singular talent, I found myself reflecting: What lessons might the AI and tech industry draw from Brian Wilson and the Beach Boys?
Here’s a look at how Brian Wilson and the Beach Boys crafted their music and created hits, along with lessons we can draw from their approach:
Craft Matters. Wilson was a craftsman and innovator. In the studio he layered dozens of tracks, used unconventional instruments, and built sonic environments no one had heard before. He used 4-track tape machines, echo chambers, modular synths to evoke emotion. He used the studio as an instrument.
Just listen to “Good Vibrations” and you’ll hear, and feel it. The song was recorded over 21 sessions, across seven months, in four different studios. At the time, it was considered a triumph and an indulgence befitting a genius. So be it. “Good Vibrations” remains timeless, one of the greatest songs of the 1960s, or any era.
Embrace Joy. Much of the early Beach Boys catalog is pure joy. Songs like “Little Saint Nick”, “I Get Around”, “Fun, Fun, Fun”, or “California Girls” radiate merriment and playfulness. Wilson understood that people crave moments of lightness, not just catchy melodies, but an entire mood. The Beach Boys weren’t simply writing songs; they transported their audiences to sun-drenched beaches, carefree drives, and youthful adventures. Their music became an antidote to the ordinary, offering listeners an escape into a brighter, more fun-filled world.
Push the Form Forward. Pet Sounds wasn’t merely an album; it reimagined what an album could be. It inspired The Beatles to create Sgt. Pepper’s Lonely Hearts Club Band, Pink Floyd to create The Dark Side of the Moon, and The Who to create Quadrophenia, motivating countless other artists to explore new music and formats. As a producer, Wilson was driven to break conventions, transforming pop songs into complex, emotional experiences.
Keep it Simple. "God Only Knows" is simply written and, therefore, a very accessible song. It is considered by some to be one of the best songs ever written, but it’s unique and complex beneath the surface. "God Only Knows" features unconventional chord progressions and inversions, fluid key changes, and a restless harmonic motion. Brian Wilson drew from classical and jazz traditions – hallmarks of his most advanced writing, crafting a piece that constantly evolves while maintaining emotional clarity and beauty.
Collaborate Fearlessly. Though Brian Wilson was the visionary, the magic of The Beach Boys came from collaboration, especially the rich blend of voices from core members Carl Wilson, Dennis Wilson, Mike Love, Al Jardine, and of course, Brian Wilson. Wilson also expanded the band’s sound by working with the Wrecking Crew, a group of top-notch Los Angeles session musicians. He drew inspiration from rivals like The Beatles and singer-songwriters like Bob Dylan, always pushing himself to experiment and evolve.
"Wouldn’t It Be Nice," "In My Room," and "Sloop John B" showcase masterful use of layered harmonies—especially in their choruses, cappella sections and inventive sonic textures. These songs blend voices with seamless precision, creating a sound that is at once powerful, delicate, and transcendent.
It’s the ’60s Again!
Today, the world, and the tech industry in particular, stands on the edge of a new frontier, much like it did in the 1960s. The spirit of creative innovation feels bottled up, charged with potential, and ready to burst forth. Foundational AI models, advanced tools, bitcoin, cryptocurrencies, and rapid shifts in the political and economic landscape are converging to set the stage for transformative breakthroughs. Just as the cultural and technological revolutions of the ’60s reshaped society, we are poised for another wave of disruption and reinvention, one that could redefine how we live, work, and interact on a global scale.
What Startups Can Learn from Brian Wilson
Brian Wilson didn’t invent surf music, he transformed it. He infused a lighthearted genre with emotional depth, sonic ambition, and a human voice, imagining what it could be.
In AI and software, it’s easy to chase marginal gains, faster models, leaner code, but the true impact comes from elevating the human experience: helping people feel more connected, understood, and empowered.
Wilson’s songs tapped universal emotions, love, longing, doubt, hope. The best tech products will do the same: serving human needs, not just technical benchmarks.
For startups, the lesson is clear: build with heart. Foster curiosity, beauty, and meaning. Infuse artistry and play into your work. From this space, breakthrough products emerge, ones that can transform experiences and reshape industries. Speed is not a strategy. Slowing down to think isn’t necessarily falling behind. Be thoughtful in your approach. Always.
In this new AI era, we have the same opportunity. If we create with that spirit, artful, human, bold, we just might build the Pet Sounds of our time.
If Brian Wilson’s or The Beach Boys’ music has ever made you smile (please watch this video), pass this post along to a friend, colleague, or family member who finds the same joy and inspiration in these timeless tunes.