As someone who has been in the creative services business for over 13 years, I have heard it all. Just do this one thing and your creative problem will be instantly solved. Search engine optimization and keywords, the right mixture of hashtags, the perfectly crafted viral video—there's something satisfying about the search for the magic bullet solution. It gives hope that our solutions will work and we are valuable. But the less sexy reality I have been reminded of a few times this week: it's better to focus on getting better than searching for the perfect shortcut.