Beliefs

  • *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. Soak up dots.

  • There are no original ideas. However, if any of your sources 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. And the final decision-maker.

  • 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 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. (Like me.) Remember, you already drank the company Kool-Aid. Your audience drinks Crystal Light. 

  • 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 it safe is dangerous. We all know what happened to the chicken in the middle of the road.

  • Everyone likes interesting. Be interesting.

  • Are you fulfilling a need or desire? Are you rewarding someone for their time? Are you creating something they’ll covet or just throw away? Are you using sustainable materials?

  • Coming up with those big ideas that can be produced on a shoestring budget takes time. And, well, time is money. Spend it on the thinking, not the production.

  • Show your values, your benefits, your personality. Be the brand, always and everywhere. Every consumer touchpoint is a chance to build or erode the brand.

  • Just because it’s worked before—for you or someone else—doesn’t mean it will work today. And just because it didn’t work before doesn’t mean it can’t work now. Unique circumstances require unique solutions.

  • You have your way. Others have theirs. Be open minded to all the possible ways to achieve the same objective.

  • New = newsworthy. If it’s not new, chances are, it’s not newsworthy. It can be new and novel to you, but it might’ve been done 100 times before, and dull and uninteresting to others.

  • You’ve likely worked on a project way longer than the public sees it. “Know when to hold ‘em, when to fold ‘em.”—Kenny Rogers

  • Solve the consumer’s problem. Don’t make it about you. Make it about them. Make them care.

  • If a hamburger doesn’t taste good, lowering the price or including a shake won’t make it delicious. Address the elephant in the room, even if it stings a little.

  • New ideas can be scary. It’s often a good sign you’re onto something innovative and ownable.

  • Consensus kills them. “Search the parks in all your cities. You’ll find no statues of committees.” - David Ogilvy  

  • Don’t worry. You’ll upset someone no matter what you do.

  • Ignore everything I’ve said.

Let’s get this party started.