Guiding Principles
THE WHY
Ignore ‘the why’ and you’ll watch that amazing idea you thought of at 3am miss the mark at 9am.
It’s not enough to simply know the problem you’re trying to solve, you must truly understand why it exists. I believe the best creative solutions don’t just understand that, they interpret it correctly, with a view to finding a solution that actually works.
Simplify
Muddled thinking is always ready to hijack a good idea.
People always talk about simplicity, but it’s still hard to find. The reality is, simplicity sits at the heart of any good idea, strategy or pitch. Without it, you’re screwed. I’m not afraid to take things away and focus on the important bits.
COLLABORATE
Understand the problem as a team and the ideas come easy.
I develop teams that understand the first two principles; understanding ‘the why’ and being able to simplify. This approach allows for creative freedom to develop original ideas that actually do a job whilst empowering people to be powerful, uninhibited communicators.
The Process
INSIGHTS FIRST
A 'human truth’ is a nice way to create a connection…a strong insight proves it.
It’s easy to come up with an idea but it’s insight lead ideation that gives creative thinking that gets results and delivers meaningful outcomes.
A creative strategy that doesn’t start here is flawed.
the right idea
Sexy ideas are sexy! But contrary to popular belief, sex doesn’t always sell.
I explore the sexy ideas as well as the obvious ones. I want the idea that solves the problem, sexy or not, and I empower teams to overlay that filter when ideating.
It leaves the ego’s at the door.
GREAT STORies
If people aren’t going home telling their family and friends about your pitch the story ain’t good enough!
You need to know when to sell the dream and when to sell the executions; as well as really knowing your audience in order to take them on a journey.
A focus on the story and pitch is as important as the idea itself.