9Be prolificMost great creatives and creative directors willtell you that quantity can help you get to quality.You want to get all the obvious and mediocreideas out of your system. It clears the way forsomething breakthrough. It doesn’t matterwhether you are writing headlines, exploringvisual metaphors, thinking about type treatments,or coming up with digital or viral executions,pages of ideas can be your friend.See what Luke has to say. I remember TomMcEllligott telling me he wrote a hundredheadlines for every great one. And today, evenwhen we’re iterating our way to a great digitalexperience, we often start with dozens of optionsbefore we start developing one. Starting on page 83. See what Luke has to say.