Making creativity a priority

SIMPLIFIED DECISION-MAKING. March 18, 2011

Many decisions are crucial (if you’re a pilot, for example), but most aren’t.  I’ve seen people agonize over the dinner menu as if they were buying a car.  Bear with me through this scenario: let’s say my group is creating a logo, or an advertising campaign.  They submit 15 design concepts to me based on the strategy I provide.  I choose 5 which are very good and present to the client.  The client loves 3.  Why torture ourselves over which one. We can assume based on the filtering process that any of these three would work. And what I’ve found  is that once you pick one and run with it, a year later you won’t even remember the also rans.  With the right process in place that gets you to your shortlist, your decision should be easy.