A Good Brief Is Like a Cliff Crystallize the Problem Before Chasing Ideas Do Just 20% More Than What Is Expected Observe People to Learn What Moves Them 24-Hour Sprints as the Standard Creative Process Find the Highest Manifestation of Your Point Viral Doesn't Simply Happen In PR You Only Got One Shot Keep IT Simple A Great Case Study Is a Great Story What Makes a Good Case Study The Basic Blueprint for a Great Case Study A Catchy Name Is an Assignment on Its Own On Knowing When an Idea Is Ready Embrace Your Imperfections as a Presenter The Deck's Craft Is as Important as Its Content The Secret to Sell Work Is to Not Sell IT at All Once You Build Trust You Don't Even Need Decks The Idea That We Do Risky Stuff Is Plainly Wrong Gabriel's Take on Feedback in Creative Reviews Don't Just Point Holes Give Clear Direction Example of How Gabriel Gives Direction If the Teams Aren't Delivering Let Them Fail Gabriel's Take on Hiring Talent What Gabriel Looks for When Hiring As a Leader Be Ready to Let Go of Control Dealing with Insecurity as a Creative Leader Two Practical Techniques to Handle Pressure When Shit Hits the Fan Keep Calm and Listen Set Your Agenda with Clients from the Get-Go Pizza for Those Who Want Pizza Help Your Client Have a Larger Swimming Pool Being Proactive Will Help You Stand Out