Somewhere along the line, some client or marketing director somewhere decided that instead of asking their agency or internal creative department for one creative idea, they wanted three. Since that time, internal and external clients across the land have been asking their creative department or agency for three creative ideas. Likewise, agencies and creative people simply expect to provide three ideas whenever they’ve got to present new creative. Not my creative teams. Ever since I started my creative career, no matter where I’ve worked, I’ve always insisted they’ll get one idea. Sure, I’ve been asked for three ideas. They…

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