Category Archives: No excuses

I Scream, You Scream, We All Scream For Research.

http://www.gulsanpolimer.com/?hs=pcs-j-question-paper-in-hindi Market research has always been one of those elements in the creative process that fall between a necessary evil and an indecipherable treasure map. You need it, you can’t deny its critical role in identifying human insights, but you never really know if the insights are the best, or if the people (yourself included) responsible […]

Feed the walls.

http://www.gulsanpolimer.com/?hs=voice-changer-discord I like to put all my ideas on the wall, where I can gauge them more objectively. When we keep our ideas in our lap, on our note pad or on our computer, we protect them too much. We grade them on a curve and keep them from getting the fresh air of objectivity. Putting […]

#1. Try something. Anything.

From the initial days of the dot-com era to social media, mobile apps, convergence, integration and so on, ad agencies and media companies have been trying to “crack the code.” As if there was a system or formula to connect brands with customers in the digital age. Transformation was another affirmation that all brands, all […]

Long live the fragile.

As my old friend Tripp Westbrook has said, I wish I’d known how fragile great ideas really are. It’s pretty amazing how an invisible acknowledgement can gift lift and life to a creative notion. And an equally fleeting and gentle dismissal can banish it forever. Most of us will dismiss a good idea rather than […]