Anyone can add more stuff to a deliverable: more fluff, more words, another idea, and extra details. But the creative see things differently. They know complex problems don’t always need complex solutions. In fact, more often than not, it’s the opposite. A complex problem, fully understood and elegantly presented, is simple to understand.
The creative takes the time to learn the complexities of their clients’ audiences, to scrub their data, to comb through their research, and to extract the insights, but deliver something simple. Something enduring. Something memorable.
The creative feels compelled to refine meaning by removing information. For them, simplicity is the ultimate sophistication.
