Work it
I've tried it all — walks, deadlines, formulas, fasting, thieving, reading old ads, sprinting through the park, cafes with no wi-fi, foyers with Coca-Cola. Here's the only thing I've worked out.
Big ideas are less about creativity and more about conviction.
In fact, I think your conviction in an idea is more important than the idea its
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- “Find opportunities for action, and not just diagnostics.”
- “Choices. Most planning presentations open up possibilities but do not close them. They are exploratory; they analyze issues but never make choices, and for me, strategy is about choosing.”
How do you judge whether a creative brief is good or no
Alex Morris • SCRAPSCRAPS v 164
So the point is to take the work seriously but you don’t take yourself too seriously. There’s a riff about this in Stephen Pressfield’s War of Art, where he talks about how amateurs are too precious with their work: “The professional has learned, however, that too much love can be a bad thing. Too much love can make him choke. The seeming detachmen
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