Today we discuss the pernicious belief that your audience really isn’t worthy of your best effort. Based on the tweet: Contempt for the audience always comes through in the work.

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Today we invoke the spirit of Lotus Cars founder Colin Chapman and his mantra of “adding lightness.” Based on the tweet:

If the work feels lightweight, it’s probably overloaded.

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Today we remind one and all that fight for the work must always remain about the work. Based on the tweet:

It’s easier to defend the work when you’re not busy doing the same for your ego. 

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Today we discuss how agencies that are truly “all about the work” structure themselves accordingly. Based on the tweet:

It’s hard to believe your agency is “all about the work” when the account team outnumbers creatives four to one.

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Today we turn from focusing on one message to focusing on one audience. But please continue to do the former while addressing the latter. Based on the tweet:

If you keep second-guessing the work based on its appeal to your secondary audience, maybe they shouldn’t be secondary. 

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Today we lovingly chastise creative directors who don’t know how to direct. Based on the tweet:

“I’ll know it when I see it” works for consumers. Not creative directors.

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Today we celebrate client contacts who aren’t afraid to champion the work. Yes, they do exist. Based on the tweet:

When it comes to the work, smart clients prefer “selling it in” to “showing it around.”

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Today we encourage spouters of empty words to attach some measurements to their mumblings, and wax tragically nostalgic about Donkey Kong. Based on the tweet:

If you can’t define the next level, quit promising to take the work, the agency or the brand there.

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Today we declare that, while brashness is a question of taste, boldness is a matter of necessity. Based on the tweet:

If you don’t think your brand should be brash, don’t be brash. If you don’t think your brand should be bold, you’re wrong. 

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Today we discuss why the ability to read the client’s mind is nobody’s superpower. And even if it was, it wouldn’t matter. Based on the tweet:

Making anticipated client changes before actually presenting the work does not count as proactive thinking.

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