I always look to change position both mentally and physically. I can’t be productive in front of a computer for longer than an hour. And I’m not smart or creative enough to just sit around and have that stuff come naturally to me. For me, the spark comes from changing my point of view, and I need to create the conditions under which I can see a different angle. Procrastination is essential. It allows me to see sideways and over my shoulder and learn other things. Sometimes I read a book or an article, and an idea comes to me — “That’s what we need to do.”
I divide my day into three priorities: work, clients, and people. Work is basically checking in on active projects or client pitches. Clients is about building relationships with existing and new clients, getting to know their pain points and finding opportunities for and with them. The third, people, is probably the most important. People can be the creatives on my team but also everybody else involved in the work, from client services and technology to the people running the agency. The work isn’t going to be great if the people doing the work aren’t inspired and working optimally.