I don’t know when creativity was first perceived as risky.
That one fallacy may have done more harm to our industry than bankers.
Being average is risky.
Being forgettable is risky.
Producing formulaic crap is risky.
Getting hired by a client because your agency lowers its fee is risky.
Having more process people than doers is risky.
Going through the motions is risky.
Over and over again, we see the most creatively brave clients rewarded with success.
Sadly, when the majority is average, the norm becomes average.
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