American Copywriter's Tug McTighe has written seven rules for creatives to live by.
It's nothing new - just common sense, which is refreshing to see and a good reminder to all of us to use it.
This is the most important one for me:
Do research first, not last.
Too often, we create concepts out of thin air based on poorly written briefs or for ill-conceived projects. So start with research, do benefit testing, interview consumers of the product, watch them at home, whatever. Hey, the CW/AD team will always come up with something. LetÃ¢â‚¬â„¢s start respecting them, ourselves and everybodyÃ¢â‚¬â„¢s precious time more. Respect each other enough to try to do it right the first time versus wasting two weeks concepting a project without the proper insights or account planning. ItÃ¢â‚¬â„¢s two weeks you will never, ever get back to spend with your family.