If Concept Is King, Process Must Be Prince

I used to work for a Creative Director at a big agency who would say, “Process will save your ass.” He would send junior paper shufflers scurrying whenever they asked for something outside of the agency’s established process for such things. It seemed harsh at the time, but I understood the need for it. Since then, I’ve worked for agencies with less formal processes in place, a fact that makes me long for the rigid ways of big agency life (only on a bad day).
Here’s what Seth Godin has to say on the subject:

Process is your ace in the hole when your intuition stops working.
If process makes you nervous, it’s probably because it threatens your reliance on intuition. Get over it. The best processes leverage your intuition and give it room to thrive.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today, I'm the founder and creative director at Bonehook in Portland, Oregon. We bring integrated marketing solutions to our clients in healthcare, human services, real estate, fashion, outdoor recreation, and food and beverage.


  1. George Parker says:

    As usual Seth is full of it.
    I once worked for a lunatic lady who had a West coast agency. She told me… “We’re not here to make ads, we’re here to manage the process!” Right, that makes as much sense as the un-named CFO of a large WPP agency who when asked about the qulaity of his agencies work replied… “Fuck the work, we’re here to make money!” Sir Martin… “The Poisoned Dwarf” would be proud!