Some of the most admired creative teams share a common tenet—they are comfortable fighting out their disagreements and diverse points of view, but they always share conviction after the meeting.

Great creative people are smarter than us. They will challenge everything we say, they will scoff at the pathetic strategies we come up with, and they will make trouble and annoy the shit out of us.

We start from the presumption that our people are talented and want to contribute. We accept that, without meaning to, our company is stifling that talent in myriad unseen ways. Finally, we try to identify those impediments and fix them.