Creativity Is Not a Service

Creativity isn’t something you order off a menu.

It’s not a delivery. It’s not an invoice line item.

It’s a partnership. A provocation. A search for what hasn’t been said or seen yet.

If clients could brief exactly what they needed, they wouldn’t need us. They’d write the headline, design the platform, and move on.

But the brief isn’t the answer. It’s not even the question.

Our job isn’t to nod politely and check boxes. It’s to challenge the brief. To ask the uncomfortable questions. To dig until we uncover what’s really at stake.

The best creative leaders don’t ask, “What do you want?” They ask, “What are we trying to shift?” The culture? The category? The assumption that things can only be done one way?

This might sound like arrogance, but it's responsibility. Because if we only ever deliver what’s asked for, we’ve already failed.

Creativity should ignite. It should stretch the conversation, not simply decorate it. It should move people ... sometimes in ways that feel risky, sometimes in ways that feel uncomfortably new.

That’s how you know it’s alive.