Idea Recycling Done Right
Great ideas rarely die. More often, they just wait for the right moment. Sometimes an idea fails because the timing, audience, or context wasn’t right. That doesn’t mean it was bad. It means it wasn’t ready. The best creatives keep a “bank” of concepts worth revisiting. They don’t simply pull them out as they were. […]
Knowing When to Push Back
The goal of pushing back is not to establish your correctness. The goal is to safeguard the work. There’s a time to go along and a time to hold the line. The foundation of trust is understanding the difference. Every argument doesn’t have to turn into a conflict. However, it’s essential to speak up if […]
The Art of Constructive Criticism
The best feedback feels like a gift, not a judgment. “This isn’t working” creates defensiveness. “Here’s what could make this stronger” creates curiosity. Start with what’s working. “I love the overall direction, especially the messaging. I think we can make the visual execution even more powerful by…” This lowers defences and opens minds. Be specific […]
Why Bad Ideas Make Good Meetings
Every brilliant campaign started with someone saying something stupid. Apple’s “Think Different” sounded unfocused until it became the campaign that saved Apple and redefined technology branding. Bad ideas are stepping stones to good ones. The problem? Stringent meeting culture kills creativity before it starts. “That won’t work” shuts down thinking. “Interesting, tell me more” opens […]
The Question That Changes Everything
“How’s the project going?” gets you “Fine.” “Any concerns?” gets you “Not really.” Surface questions get surface answers, and you learn nothing about what’s actually happening. Try “What’s the biggest challenge you’re facing right now?” instead of generic check-ins. “What would success look like for you?” reveals motivations beyond the brief. “What are you worried […]
SIGNAL: The Magic of the Two-Minute Favour
Want to be unforgettable at work? Do something helpful that takes less than two minutes. Introduce a teammate to someone in your network. Drop a useful article in the team chat. Forward a competitor’s campaign to Strategy. These tiny moves cost nothing, but they compound like interest. Here’s the real magic: favours done inside the […]