It's a tricky game because you do need to be aware of best practices, what works, what doesn't, etc - that's how you grow and learn to stand out.

But at the same time, you always need to return to the question:

"Why do I create? What do I create for?"

And of all the answers that arise, understand your primary and secondary reasons.

For me, primary

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In a world where we can outsource productivity to technology, the people who reap the biggest rewards aren’t those who work the fastest.

They’re the people who make things that are wonderful, original, weird, emotionally resonant, and authentic. As our feeds become flooded with instant, AI-generated content, the most dangerous thing you can do is... See more

Something you can’t cheat: The quality of your work shapes the calibre of your clients.Something you can’t ignore: The impact of your work defines your long-term success.Something that matters: Insight is only as powerful as how it moves people and sparks lasting change.Something we often forget: The noise in our industry is just noise. The real... See more

Understanding why you undertake certain projects or tasks is just as important as knowing how. Whether it’s because you have to or because you want to, find the purpose in your work. One of the most important lessons I’ve learned over my career is that I can find a worthy bet anywhere. It might not be obvious and I might have to dig for it, but... See more