Point of view: Flatter your way to success

James Hurman

This article asserts the importance of confidence and 'group-esteem' for good commercial creativity, and argues that emphasising the strengths of members of the team rather than their flaws is key to this.

Point of view: Flatter your way to success

James HurmanPreviously Unavailable

For the past 50 years, most agencies have been obsessed with the question 'How do we become more creative?' As an industry, we've got no shortage of great ideas. The problem is getting them out into the world without their dying or being compromised. It's frustrating how common a problem that is. So often we begin with world-changing thinking and end up making something we'd rather forget.

A few years ago, I worked at an agency here in New Zealand called ColensoBBDO. Between 2009 and 201 1, we...

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