What I’ve Learned So Far III
Discard things that aren’t working. Sometimes discard things that are.
Don’t spend another minute on the strategic or creative idea that’s getting compromised. Have the guts to tell the client to kill the campaign that isn’t working. Let the committee that isn’t meeting die. Change the management structure sometimes just for the sake of change. (Creative companies need a revolutionary spirit.)
Make the nonstarters learning experiences—and move on. Agencies spend too much time tending to ideas that are mortally wounded.
Also, take the time to take a look at the work that is approved. Is it still right? Is it still worth doing? Just because something’s approved doesn’t mean it’s brilliant.