How to do Better Creative Work ePub eBook

1.

How to be more creative

I didn’t say this earlier, but Seth Godin and his chums do have a point. A lot of what passes for interruptive work is anything but interruptive. Indeed, if you watch TV, read magazines, go online, listen to the radio or open your direct mail, you’ll know that 90 per cent of marketing communications are self-indulgent, vague, dull, irrelevant wastes of the client’s money, the prospect’s time and the earth’s resources.

I’m assuming you’d like to do work that’s better. Indeed, I’m hoping you want to create work that is engaging, clear, intelligent and relevant.

As I said at the end of the introduction, this can only be achieved if everyone in the agency gets involved. So, while some chapters might be more use to ...