The first question most creatives ask at the end of a briefing is…
‘How long have we got?’.
Because the longer the better (within limits, you do need a big flashing deadline occasionally).
But it’s getting harder and harder for creatives to persistently get to the best work.
Deadlines are shorter, budgets tighter, client businesses demand the straightforward, profit targets make the industry risk-averse, hybrid working leads to more meetings and ‘tech’ speeds things up.
Are we fast approaching a point where the subconscious brain has so little time to unlock ideas that all we get are obvious first-thoughts? That’s a deadline we need to avoid.
I’ve no idea how to solve a lot of those fairly big issues.
But there are daily little things we can do.
Blocking out time’s one, only allowing meetings in creative diaries between 9-10am and 4:30-5:30pm. Leaving clear chunks of the day for solid thinking.
It just needs a tiny amount of effort to make work but can have a massive effect.
So you can find the time to be more persistent.
