This document discusses principles for creating great work. It argues that to be different, one must leave their comfort zone (1). Strategic decisions require not doing what everyone wants and agreeing early on limitations (2). A creative idea benefits from a single creative direction rather than group consensus, and research alone will not lead to great creative work (3). Creative focus benefits commercial success rather than limits it when work is presented sharply (4). Finally, advertising relies equally on strong ideas and strong execution (5).

1. >what is stopping us
getting to great work?

4. IT REALLY IS THAT
SIMPLE, SO WHY
IS IT SO HARD?

5. >1 Most people would rather zig.
Difference needs to be a shared ambition from the outset with an understanding that this means leaving the comfort zone.
1. Find Your Beach
2. Find Your Strong
3. Find Your Greatness
4. Find Your Fit
5. Find Your Epic
6. Find Your Forte
7. Find Your Happy
8. Find Your Hair Happy
9. Find Your Edge
10. Find Your Flow
11. Find Your Fun
12. Find Your Volcano
13. Find Your Force
14. Find Your More
15. Find Your Essence
16. Find Your Unusual
17. Find Your Flavour
18. Find Your Fave
19. Find Your Extraordinary
20. Find Your Naked
21. Find Your Grit
22. Find Your Belfast
23. Find Your Tribe
24. Find Your Freedom
25. Find Your Own Lane
26. Find Your Dancing Feet
27. Find Your X

6. >2 A strategic decision means not doing what everyone wants.
Let’s agree early in the process on what we are not going to do and stick to it.
‘Strategy is about getting more out of a situation than the
starting balance of power would suggest. It is the art of
creating power.’
‘A decision is a choice between alternatives in service of a
desired outcome. The reality of limited resources makes this a
zero-sum game: every additional thing we do subtracts
attention and energy from everything else we do.
A choice is not a choice until we decide what we will give up.’

7. >3.1 A creative idea needs creative direction not group consensus.
Creative cannot be done by research or committee. Limit stakeholder involvement to those with sign off.

8. >3.2 A creative idea needs creative direction not group consensus.
Research will not get you to great creative
“A reliance on testing work
raises the floor but limits
the ceiling”

9. >3.3 A creative idea needs creative direction not group consensus.
Research will not get you to great creative - QUANT

10. >3.3 A creative idea needs creative direction not group consensus.
Research will not get you to great creative - QUAL
'Why are you telling us you're a loser’?
‘Customers don’t speak German.
Translate it to English’
‘It doesn't make any sense really.’
Avis, Audi, Apple, Guinness

11. >3.4 A creative idea needs creative direction not group consensus.
To be truly great, an artist must be able to
create a world of his own, born from that
driving urge which is the very essence of all
art. In conception, this world must be
coherent, and full of the instincts,
intuitions, and passions that move
humanity. To bring it all to life, the artist
must depend not only upon his graphic
talent and creative ability, but on his
fantasy and imagination.”

12. >4 Creative focus is not commercially limiting, it is commercially beneficial.
Align on tight briefs and present sharp work.
56% Male / 44% Female
If you want to speak to everyone, speak to
someone.
The more you say the less you
communicate
#PackMoreIntoLunch sold 54% of
Burritos at lunch. Saying is not the same
as communicating.

13. >5 Advertising is 80% idea and 80% execution.

14. >Making great work - the principles
>1 When the world zigs, zag.
>2 A strategic decision means not doing what everyone wants.
>3 A creative idea needs creative focus not group consensus.
>4 Creative focus is not commercially limiting, it is commercially beneficial.
>5 Advertising is 80% idea and 80% execution

15. >thanks
@LucianTrestler