A conversation with Tim Söther – the path of a creative

Relentless Magazine, issue 09, with insights into the world of luxury, business and success.

In summer 2023, Relentless Magazine interviewed me. The magazine from Monaco is known for its insights into the world of luxury lifestyle and business.

I have known James, the editor-in-chief, since 2017. We met in Monaco and have run into each other regularly since then, for example at the Monaco Yacht Show or at a wine club in the city.

At a charity gala in 2022 at the Fairmont Hotel in Monaco, James finally asked me whether I would give him an interview for the magazine.

Talking with guests at the 2022 charity gala at the Fairmont Hotel in Monaco – a place for business and personal connections.

With James, editor-in-chief of Relentless Magazine (right), at the 2022 charity gala.

With my long-standing friend Robert (left) at the charity gala in Monaco, 2022.

The interview covered the balance between creativity and entrepreneurship, my time in the German Air Force and the future of the design industry.

The balance between creativity and business

The first question was whether running a company slows down the creative process. My experience is different: “It broadens my view of business models and marketing strategies, which enriches my creative work.” What matters to me is clearly separating time for business tasks from time for creative projects, and making sure I get enough rest. That is the only way to leave room for ideas.

Military discipline as a key to success

I served in the German Air Force. There I learned discipline, perseverance and teamwork – skills that benefit me in business today. “These qualities are often underrepresented in the creative industry, but it is precisely this mix that my clients value.”

The interview in Relentless Magazine, issue 09, summer 2023.

Challenges as an entrepreneur

Like every entrepreneur, I faced major challenges at the beginning. Building a stable client base and developing a brand identity of my own were the biggest hurdles. “It was not easy to build my company from the ground up, but perseverance and self-confidence were crucial in overcoming these early difficulties.”

Surviving in times of crisis

The COVID-19 pandemic was a time of great uncertainty for me too. I adapted my business strategy to the new circumstances. “Open communication with my clients and exploring alternative sources of income helped me steer my company through the crisis.”

In the interview: experiences from the COVID-19 pandemic and a look at the future of the design industry.

Visions for the future of the design industry

For the next ten years, I see two major trends above all: sustainability and artificial intelligence. “Sustainable design is becoming more and more important, as is the use of AI to optimise processes. Designers who are open to innovation and combine their creativity with new technologies will be successful in the long term.”

You can find the full interview in the summer 2023 issue of Relentless Magazine: Relentless Magazine – issue 09.

— Tim Alexander Söther

About SÖTHER

I am Tim Alexander Söther, a brand and communication strategist in Berlin. I help companies say clearly what they stand for, in a way their customers understand and can pass on. With me, strategy and implementation come from a single source. After the positioning, I develop the core message and the rules for copy and design, and on request I design the first wireframes for the website and channels. I work directly with management, without intermediaries and without a team in the background.