You’re in the ideas business

Any fool can download a template and type in a company name.

Any fuckwit can drag a stock photo into a layout and punch in a headline.

You are more than your filters, your linguistic tricks, your go-to color, your sense of style, your favorite typeface, your suite of tools and aesthetic shortcuts.

As a creative, you’re in the ideas business. How you dress them up (or down) is secondary to the actual idea. It’s the idea that has all the value, all the attraction, all the potency.

A good idea transcends the limits of styles and trends, techniques and finishes.

A good idea lives forever.