When you work in advertising, ideas are currency. And when you’re swimming in a sea of ideas—30, 40, sometimes even 50 in a single Ideasicle X project—the question isn’t, “Do we have enough ideas?” The question is, “How do we find the great ones?” It’s not about logic. It’s not about metrics. And it’s certainly not about ticking boxes on a checklist. For me, choosing the best ideas comes down to something mysterious and visceral. It’s energy. Psychic energy. A kind of creative spark that lights up something deep inside.
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