Making creativity a priority

BUILD ON A SOLID FOUDATION. December 10, 2009

I begin every job with a process to learn a client’s most compelling competitive advantage that has relevance in their marketplace and that is unique.  Usually a client will think they know what it is, and sometimes they’re right, but generally there’s more to the story.

Over the years, I’ve fine-tuned a pretty quick process that yields important results.  Big agencies charge hundreds of thousands of dollars to do this, and small ones just skip this step. If I had to say what my unique competitive advantage is, it’s this step. I just finished an engagement for DHL and they said it was the best work they ever had. This strategy step to lay the foundation properly is why.

Great marketing has to be based on a truth, and finding it is like an archaeological dig. When you unleash creativity based on a meaningful strategy, you’ve got a powerhouse. Often clients will say, “..well, you’re creative, I know you’ll think of something”. But you don’t just make up great marketing. It is not fiction. It’s the opposite. It’s truth well told.