…We give them names, play them like puppets, make sure they say the right stuff to the right people. We present complex things in their simplest form, give simple things semantic significance, and create interest where there is otherwise none. We write adverts that make you laugh, cry, or generally just annoy you so much that you can’t forget them even if you try. (Still looking at you, Go Compare.)
…ience (therefore the more that is impressed upon you), the more ammunition you have to create with. Believe me, you might think you’re “learning” while reading Adweek articles at your desk but you’re not. If you’re sourcing all your inspiration from other people’s work — the latest design trends, the latest copy, the latest Superbowl ads… you’re quantifiably less likely than ever to come up with something original. By all means look at it — but don’t rely on it. Don’t let it be the only thing you look at all week.