What ‘creativity’ is

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Agencies, creative directors, marketers, and designers throw around the word ‘creative’ as though it means something special to certain people in certain places to sell certain things.  Here’s a clear, simple definition:




1. relating to or involving the imagination or original ideas, esp. in the production of an artistic work.
“change unleashes people’s creative energy”

noun informal
noun: creative; plural noun: creatives

1. a person who is creative, typically in a professional context.



The way we interpret ‘creativity’ is by how much money we CREATE for our clients. That’s our measure. 

Sometimes a client will do what they want for vanity and want to try their hand at marketing. These are generally tinkerers and novices. They’re seldom ‘big thinkers’ and are happy to cut out a little niche for themselves. And they are happy when they get 5-10% return in business growth each year. Some are pretty good at this. Good for them. 

Great clients want to make money through new business. Their agency, brander, web designer and marketer should be fully capable of ‘creating’ this for them. You should always want and demand a Return On Investment (ROI). 😁

You’re likely to chase off 90% of the Marketing poseurs and advertising fakers that way.




Here are some winning:  CLIENTS


Then consider giving us a call, (718) 578-6613, to ask us 100 questions. We’ll be happy to answer as many as we can.

Thank you…