Creativity, as a tool/approach/mantra/religion/whatever – for most people reading this right now – has just one purpose. Selling things.
It’s easy to forget that. It’s easy to get carried away with the colour. The font. The line or the idea.
With clients I’m helping, I always start at the end (not the beginning), with the same conversation. How many are we trying to sell? To whom? By when? This question colours everything we do together. And if we don’t ask such things, we’re just polishing. Facelifting. Prettifying things for ourselves.
Creativity, as a tool/approach/mantra/religion/whatever – for most people reading this right now – has just one purpose. Selling things.