Hey 👋🏻
This is late — apologies! I’ve been in Toronto all week.
Canada is awesome, but the jet lag is a bitch.
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The definition of creativity:
For an industry devoted to creativity, advertising doesn’t understand it much.
We call the people who have ideas Creatives, but creativity isn’t a role — it’s a process.
The act of having ideas isn’t being creative — that’s being imaginative.
“Creative” would be a much better label for Producers - the people who manage the growth of those ideas into existence.
(It would probably stop bosses and teams from conflating us with project managers, too).
I can’t imagine Creatives minding a title switch to Visionary, either.
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I’m often asked what tools or software I would recommend for production teams, and the answer is always the same:
A Fool with a Tool is Still a Fool
If you have issues with your workflow or processes, you have to fix the issues with better workflows and processes first, then tool on top of your new approach and NOT the other way around.
Tool adoption is never a solution in and of itself.
In fact, if you tool up first, you can inadvertently constrain your team into a workflow determined by that tool, causing even more pain!
“The real problem to solve is getting teams to discover and adopt the best practices tools enable.”
Great Medium article on this here.
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It really is.
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