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.

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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—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.