Tag: Rick Rubin
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Creative Practice #6: Who Are You Making This For?
In my professional life, I am obsessed with audiences. I think about them before a campaign brief is written. I think about what they need, what they believe, what they’re afraid of. I’ve spent eight years at Kaiser Permanente helping translate complex healthcare concepts into messages that actually reach people. Audience awareness isn’t a skill…
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Creative Practice #5: Protecting the Whole
Good ideas can ruin a project. Not because they’re bad, but because they pull in the wrong direction. In advertising, a campaign can have strong individual executions across TV, digital, and social, and still feel like it was made by three different teams. When it works, the campaign just feels intentional. When it doesn’t, something…
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The Discipline of Paying Attention
Creative Practice: Studying Creativity and Leadership · Week 2 Last week, I wrote that I never thought I was creative. That belief began to shift when I redefined what creativity actually is. In The Creative Act: A Way of Being, a book on creativity by prolific music producer Rick Rubin, he suggests that creativity isn’t…