The best creative happens when we don’t try to design it and just get our ego out of the way. Just share the message. If your customer wanted a masterpiece, they would go to an artist and just say, “Create!” But if your customer wants a brochure about their company, tell their story. Don’t try to create a portfolio piece or win an award. The more you try to show off, the more you get in the way of the message.
And when the brochure makes a customer buy that product that is the best creative in the world.