On Novelty

imagen The Concept of Novelty oakpool
THE SHORT ANSWER

Its many forms and purposes

I recently spent some time reflecting on the concept of novelty. The joy of new experiences, new places, new people. This joy is orthogonal; it can create new life paths out of nowhere, shift our perspective, and add outsized value to our human experience. I have spent much of my life in search of and discovering this brand of novelty.

While these experiences are beautiful, they are not everything. In fact, I am beginning to feel that it is the incremental joy of consistency, the little novelties that come from focused effort and energy, that are the most fulfilling. Going a level deeper with a friend, watching your loved ones evolve over time, evolving with them. Small, compounding novelty that adds to the depth of the human experience.

I am so grateful to live a life filled with both forms of novelty. Maybe it’s part of my (very slow) maturation process, but I now find myself orienting toward the low & slow approach and appreciating the depth of life’s little novelties more and more. The compounding joy of little things, the less exciting elements of building a life. 

In fishing, this is appreciating learning more about your local water as much as or even more than traveling the world to catch new species in new destinations.

In skiing, this is enjoying one single hard-earned corn lap in your local backcountry as much as or even more than lap after lap of cat or heli-served powder. 

In business, this is finding as much joy in the feeling of grinding it out as you do in moments of creative ideation. 

In the arts, this is enjoying the mastery of a particular medium and subject matter as much as exploring new methods and forms.

Thank you, novelty. You’ve inspired my search for breadth, and I look forward to finding  more of you in my journey as I orient towards depth.

James Hamilton is an entrepreneur and technologist focused on building businesses and brands that thrive and endure. He is the co-founder of oakpool, a founder and employee-owned digital marketing firm that builds teams, systems, and software to help brands achieve sustainable growth. oakpool works globally, with team members and clients across the United States, Canada, Latin America, and Europe. Past and present clients include GORE-TEX, Goslings Rum, Caesars Entertainment, and Zum. 
At oakpool, James leads new product and service development, including oakpool.ai, which focuses on Generative Engine Optimization (GEO or AI Search Optimization) — helping brands become legible, referenced, and surfaced inside modern AI search engines like ChatGPT, Gemini, Perplexity, and Claude. 
Along with his work at oakpool, James has spent nearly a decade in early-stage venture capital and company formation, working as an investor and Entrepreneur-in-Residence at firms in Boston, London, and the Bay Area. He earned his MBA at Imperial College London and his BA at the College of Charleston. 
James comes from a family of artists, curators, gallerists, and writers, and approaches entrepreneurship as a creative act. Beyond his work, James is passionate about travel, skiing, fly fishing, the arts, and our planet.
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