Point of view: Stop problem solving
We take great pride as an industry in our ability to solve problems. It's how we tend to frame our capabilities to clients. It's how we describe what we do to our non-industry friends. It's how we award (and reward) ourselves across strategy and creative awards.
Yet, when you think about it, problem solving is a horrible way to think about what any of us do. It is reactive. It firmly places us in a pigeonhole as a contractor, with all the issues of commoditisation of which we are too...