We’re maniacal about being clear and specific about defining a client’s challenge. For a while, we were just going to focus our company just on helping identify and articulate problems and opportunities for clients.
Why? Because we believe a wonderful creative question is more than have the answer. Because we believe creative questions focus creative people in a way that inspires them and also keeps them productive and profitable as businesspeople. Because a great creative question is both a platform for lateral, free thinking as well as focused thinking. Because there are a lot of creative solution people but few creative opportunity identifiers.
I can’t agree with this more. From the great book, “Creative Strategies: Idea Management for Marketing, Advertising, Media and Design.” by the great Mario Pricken.
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