Things I’ve been thinking about
Opinions about creative work, brands and making complicated things interesting. Strongly held, occasionally revised.
- Why does financial services advertising all look the same?Couples on docks. Grandkids on shoulders. A sunset. Now guess the bank. · 2 min
- How do you make a complicated business interesting?Short answer: stop explaining the whole thing. · 2 min
- Nobody cares about your brand strategy.They care about what it makes you do. · 2 min
- The problem with B2B creative isn’t B2B.It’s the assumption that business buyers stop being people at 9 a.m. · 2 min
- What does a creative director actually do?Mostly: decides. Then protects the decision. · 2 min
- AI isn’t going to kill creativity. Mediocrity might.The machines are very good at average. That should worry average. · 2 min
- Why great clients make better creative.Every great piece of work has a client who said yes to it. · 2 min
Got something interesting?
Tell me what you’re working on. The weirder and more complicated, the better.