7Embrace collaborationMost great advertising ideas, at least by the timethey are finished, are the work of teams. Goodteams, whether the old fashioned art director/copywriter, or the more modern teams that alsoinclude developers, experience designers, mobileand social expertise, even creative strategistslearn to build off of each other’s ideas, to willinglygive credit to others who contribute, realizing thatan iterative process can yield the best outcome.That’s not to say the autocratic control of SteveJobs won’t work, too. But you better be a genius Open space at Made by Many, London. The new creative environment is one offirst. collaboration, real time interaction, and iterative development.Stephen Johnson, in Where Good Ideas ComeFrom, reminds us that the best ideas result fromcollisions. Create as many as you can, in yourlife, in your work, in your creative process.