Message Or Creativity?

Here we go again!

I’ll be the bad guy in the room and say it because no one can stop me. 😁

Yes, sometimes creative people are wrong. Or they lack the knowledge to do things the right way.

Because creativity is NOT the goal. Delivering the message is. Creativity is just a tool to get there.

If your idea is so cool that it dilutes or damages the message, then it’s a complete waste of time. It's as simple as that.

Yes, we all know briefs can be unclear and goals can be blurry, but that’s no excuse. It’s your job to demand clarity.

Focus on the message first. Then, make it creative.

And please don’t come to me with your yada yada yada.