If I don’t know my product well, I’m in trouble.
If I know it too well, I’m in big trouble.When that happens, these four questions spark my creativity again:
How does a kid see my product? Or a dog? Any other living (or not) creature?
How would a janitor, teacher, CEO, politician, historical figure, or celebrity see my subject?
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Whether it’s Cannes or D&AD, the most awarded print ads have one thing in common: Puzzle Advertising.
Working for the same client for too long makes me take their product for granted. These perspective-changing questions spark my creativity again.
The 7-step framework I use to sell my weird ideas to clients.