This week, Michael, creative director at Riggs Partners, and I chew the fat about creative direction and how to best do the work by not doing it; the secret is ego and creative whistle-blower protection. We dissect when to be precious with an idea and when to just combine the damn pitches. He details what he looks for, beyond the core competencies, when hiring creatives. Then we search for the hook within the 3-second window of the "social media scroll" and how to find creative fulfillment through the noise of national agency bias.