There comes the point in most job interviews when the interviewer asks, “Do you have any questions?” 🤔 There’s plenty of content on how to answer questions in an interview, but not much about how to ask them. Here are some of my go-to favourites, specifically for creative agencies: 🚪…

Rocket fuel for human creativity? 🚀💡 Hear me out… I have spent most of my career leading teams in the quest for breakthrough solutions (and searching for them myself). The typical process combines two approaches: quality-dominated development of “new stuff” and quantity-dominated curation of “existing stuff”. 1. Quantity dominated: curating…

Will people ever stop using AI wrong? 🤖 Ha! Discover why you can expect AI to be inaccurate across a broad range of business and marketing subjects. (I’m not an AI evangelist nor a Luddite. Nuanced opinions don’t sell on LinkedIn, especially with hyped topics. But I’m going to keep trying anyway…

I recently had an enlightening conversation with the director team at one of my favourite creative agencies, and the Get-To-By (GTB) framework resurfaced yet again. To clarify, there’s nothing inherently wrong with using the GTB framework to summarize a client’s brief concisely. Summaries are valuable, especially when they help capture…

Language-Based AI: The Photoshop of Knowledge Work All analogies are flawed, but some are useful. Language-based AI is like Photoshop for the rest of us. 🖥️💃⚡ Hear me out… In the world of graphic design, there was a time when only the most skilled designers could create high-quality visuals. …

Intro, or “Why like this!?” This guide is a labour of love for humans, not technology. It was born from my frustration with current writing about ChatGPT in general, and practical advice on LinkedIn in particular. …

The problem with Brand archetypes. Let’s go! 💥 [a 2.5 minute read] Archetypes have become toxic because the industry tries to force them to do things they can’t do. Let me break it down: 1. Use archetypes as a starting point or exploration tool, but never as an answer or model…

We’ve all been there. You’re on the front lines of creative or strategy, and suddenly you’re handed a piece of fluff that’s supposed to be the defining element of the brand. A purpose statement, vision, mission, or other so-called “brand narrative” elements. “Hey, we know this isn’t real strategy,” they…

This is the story of how a simple and ubiquitous framework threatens to break advertising. There are many tools and frameworks across strategy, marketing, and advertising. Have you ever noticed which ones tend to be the most popular? Is it the smartest ones? The clearest ones? The most effective? …