Putting down the Strategy Bullets

'Strategy bullets are the fastest way to kill an idea.' That guy, 2011

One of the biggest brain shifts I have had moving to BBH, is changing from a strategy mainframe to a creative led position. Strategy is a very left brain activity, coming up with creative problems is definitely a right brain activity.

A lot of Strategy revolves around looking for patterns and the inferring meanings from these patterns, whereas creative requires you to look forward and look for new patterns. This creates a lot of tension when the two parties meet.

I noticed in creative concept meetings, I was able to kill a number of thought starters and ideas as I was looking for all the holes of where it wasn't technically possible or the lack of insight of the idea.

After being made aware of this I have really started to train myself to try and find the good in an idea, virtually ever idea has at least a kernel of goodness that you can bounce off. This has also made me be more proactive in thinking about digital ideas outside of work too, so hopefully like Zac Martin I can start moving fast and breaking things.