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.

And they are happy when they get 5-10% of their outreach. Some are pretty good at this. 

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 and demand a Return On Investment.  : ))

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




Here are some winners:  CLIENTS


Then consider giving us a call, (718) 578-6613,
to ask 100 questions.

Thank you… Breuk