28/07/2025
In many teams, the idea is treated as the end goal. Once something feels fresh or bold, there is a push to move it forward. Decks are built, vendors are called, timelines are set. The energy goes into production, not interrogation.
But creative success depends less on originality than on strategic fit. Without the discipline to evaluate when and why an idea should exist, teams fall into a cycle of launching campaigns that do little beyond ticking boxes. The idea may be good, but good is not the same as right.
Read more on the work that wins:
http://livespot360.com/blog/good-ideas-are-easy-good-judgment-is-rare-a-clear-eyed-perspective-on-creative-decision-making/
