*Some more than others. But that’s only because some people put in the work.

Creativity is a muscle that will atrophy unless habitually exercised. The more you put in, the more you’ll get out.

Creativity is all about connecting dots in unique, unexpected ways. The more dots you uncover and connect through experiences, the more chances for “original”, unexpected combinations. Be a sponge.

There are no original ideas. However, if any source can be traced, you haven’t added enough ingredients.

To strike gold, it takes time to dig a lot of deep holes. Like hundreds of holes. You simply have to purge all the meh ideas to get to the wow ones. 

Everything is a work in progress. Everything can be made better. How much better is determined by the deadline. 

Substance before style. Without the meat, all you have is a bun. You can polish a turd, but it’s still a turd.

How (and where) it’s said is as important as what is said. Simply ask, “When’s the best time and place for our participant to engage with our specific message?”

Old school: “Advertising is the solution. Now what’s the problem?”

New school: “What’s the problem? Is advertising the best solution?”

Hire a translator. Remember, you already drank the company Kool-Aid. Your audience drinks Crystal Light. Also, only people in advertising like advertising. Everyone likes interesting.

Words like these imply one-way communication. “Participants” suggest two-way engagement. Let’s engage participants.

The better the actor, the less you know they are acting. Same holds true for advertisers.

Avoid borrowed interest. When you borrow consumers’ interest in something outside your brand, you’re only diluting it. 

Some people are allergic to vanilla. And playing is safe is dangerous. We all know what happened to the chicken in the middle of the road.