State the objectives for the project as simply as possible. Decide what’s really important. Remember, good advertising is almost always based on a simple, clear message that evokes a strong emotion from a well defined audience. This creative brief is not to serve as a substitute for discussion between WORK Labs and client, nor is it a replacement for background materials to the job order.
Glue or paste chart in your personal journals. There is nothing more important than being able to judge your own work. Ty Monteque of JWT gave this chart to me. It really helps one to think about what makes a piece of work good or bad.
Take a pulse on yourself. Fill out the following questions. This is completely confidential and will not be shared with anyone but myself. The brand called “You” starts with realizing how unique you are. If you take your time to answer these questions honestly, you will see how you got to where you are today and realize that you are a work in progress.
Not all answers will most likely be happy ones. If you decide not to answer it on paper, make sure you answer them in your head. I borrowed this exercise from Dr. Phil, so you know it has to work.
Not everyone is good at everything. If you consistently produce mediocre work, find out why. Is it a lack of motivation? Is it where you work? Is it who you’re working with? Or is it you? Usually the person who is to blame for producing bad work is the same person who brushes your teeth each morning. Sometimes you have to take a good hard look at yourself and ask, “Am I in the right industry?” If the answer is no, move on. If the answer is yes, get rid of that guy that brushes your teeth.