Not quite a manifesto.

There ARE bad ideas. But they can be perfect for something else.

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If it started as a social post, it's not a concept yet.

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Anyone can make something complicated. Our job is to make it simple.

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A great brief can do half the thinking for you.

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The idea is the easy part. Keeping it alive is the job.

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Most of my best ideas have shown up nowhere near my desk.

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I've hit deadlines by working slow and worried.
I've hit them by working fast and sure.
The second one's always better work.

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If you try to measure creative progress with time spent, you could end up wasting a lot of both.

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The best mentors should still be taking notes.

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Be direct, don't be rude.

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Enjoy the fact that you never end up where you started.

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I want at least one idea in the room that scares me a little.
That's usually a good one.