If We are All Unique, Why is There a Template?

July 5, 2011

One of the most dangerous ways to approach any client meeting is with the word “template” in your arsenal. This is one weapon that is sure to backfire and cause agency damage. 

In an agency we are all equal. Unlike professions that practice law or medicine, we don’t pass a test to certify us as “experts.” What separates us is just this: we don’t all need to share the same view.

Our world is subjective, giving us the power of persuasion and argument. We strive to be anything but a “me-too” category. Now I’m not saying there is anything wrong with inspiration and guidance, but that should be all we need for creative juices to flow.

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