DECISION-MAKING

How top creatives cut through doubt and make their decisions

May 12, 2025

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We interviewed 14 creative heavyweights, captured over 24 hours of footage dissecting how they work, and turned it all into weekly articles tackling what might be slowing your creative growth. A masterclass in creativity—one newsletter at a time.

DECISION-MAKING

Whether you're pitching a wild idea, guiding a team, or just stuck on which direction to take, decision-making is at the heart of every creative act. But how do you actually make the call when it counts? In this issue, we asked some of the industry’s most respected creative minds to share how they approach it. Check out some of the most insightful answers below.

“If you want to run a process, you need to make decisions really quickly—otherwise, someone else will make them for you.”
— Guillermo Vega (Global Creative Network Lead at Ogilvy)

“You can’t do everything by yourself. You have to rely on other smart people to make the right call.”
— Kevin Mulroy (ECD and Partner at Mischief)

“I try not to spend too much time hesitating.”
— Pedro Izique (GCD on Nike at W+K)

DECISION-MAKING

How top creatives cut through doubt and make their decisions

DECISION-MAKING

“If you want to run a process, you need to make decisions really quickly—otherwise, someone else will make them for you.”

“You can’t do everything by yourself. You have to rely on other smart people to make the right call.”

“I try not to spend too much time hesitating.”

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