Avoiding Failure Makes the Work Too Safe Open Up Before You Burn Out Stay One Step Ahead of the Feedback Focus on the Business Issue Briefs That Hint at the Idea Start With the Problem, Not the Idea Start with a Simple Message Creativity Is the Average You Produce Daily Push Every Idea Through Every Filter Solving the Problem Versus the Strategy Stuck Is a Signal to Step Away You Know It When You Can't Change It Deadlines Are Useful, but Not Amazing The Freedom to Kill Ideas The Idea Gets Better with Every Pass The Shakespeare Problem: Idea or Execution? The Creative Director's Job Is to Decide Decide Quickly, Then Fix the Mistakes Staying Close to the Work The Problem Decides the Team, Not You Be Prescriptive When Giving Teams Feedback Never Make It a Contest Help Them Find Their Voices Don't Review Work Every Day The Best Teams Don't Need You Hide Your Pauses Inside the Day Let People Do What They Want With the Work Reshape the Idea Until It Solves the Problem Great Ideas Sell Themselves Each Idea Has to Be Its Own Thing Get Close to the Client, Get Better Work