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Index
Introduction
No. 1: The Thing About Creatives
No. 2: Be Honest
No. 3: Know Thyself
No. 4: Make Me Iconic
No. 5: Have Clarity of Purpose
No. 6: Who is Your Audience?
No. 7: Care About Every Audience
No. 8: Decide Who Will Decide
No. 9: Do Not Send Out an RFP
No. 10: A Brief Case for Writing a Brief
No. 11: Tell Me the Problem, Not the Solution
No. 12: Get Buy-In
No. 13: Experience Isn’t Everything
No. 14: Those Awkward First Phone Calls
No. 15: The Importance of Meeting in Person
No. 16: Get a Proposal
No. 17: Call References, For God’s Sake
No. 18: Introduce Everyone at the Meeting
No. 19: Don’t Schedule Meetings One Right After The Other So that We’re Bound to Run Into Each Other in the Lobby
No. 20: Be Up Front About Money
No. 21: The Value of Creative Work
No. 22: Flat Fees, Full Hearts, Can’t Lose
No. 23: Expect The Unexpected
No. 24: Good, Fast, Cheap
No. 25: Always Sign on a Dotted Line
No. 26: Tell The People Who Didn’t Get The Job
No. 27: Best Practices Work Best When They are Flexible
No. 28: Don’t Worry if You Don’t Know Exactly What You Want
No. 29: What if You Have a Good Idea?
No. 30: Show-and-Tell
No. 31: Cut Out The Middleman
No. 32: White Space is Your Friend
No. 33: Let the Creatives Drive The First Presentation
No. 34: Be a Fair Judge
No. 35: Question Everything
No. 36: Be Open to Things You Didn’t Imagine
No. 37: Don’t Say that, Say This
No. 38: Beware of Garanimals
No. 39: An Important Note About Giving Feedback
No. 40: I Notice / I Wonder
No. 41: It’s Okay to Love Something Right Away
No. 42: What to Do When You Kind of Hate What You See
No. 43: So You Think You Can Make It Better?
No. 44: What if You Don’t Know What You Think?
No. 45: Give All Feedback at Once
No. 46: We Don’t Care What Your Spouse Thinks
No. 47: On Fear and Insecurity
No. 48: Why Focus Groups Suck
No. 49: Don’t Let Data Drive Your Decisions
No. 50: Be Confident, Not Arrogant
No. 51: Pick Your Battles
No. 52: The Power of Encouragement
No. 53: Accept That Everything IS Emotional
No. 54: Talk It Out
No. 55: Please Don’t Piss On the Creative
No. 56: Nothing Takes a Second
No. 57: Don’t Ask to Sit With Us While We Make Changes
No. 58: Don’t Fall Off The Face of the Earth
No. 59: If It’s Just Not Working
No. 60: When Creatives are Assholes
No. 61: Don’t Be Rude to My Staff (Or Yours)
No. 62: Serve Lunch During Lunchtime Meetings
No. 63: About Pro Bono Work
No. 64: Give Credit Where It’s Due
No. 65: Don’t Use These Words
No.66: Use These Words
Acknowledgment
About the Author
Copyright
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