{"id":3473,"date":"2025-05-02T13:39:16","date_gmt":"2025-05-02T18:39:16","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=3473"},"modified":"2025-05-02T13:39:17","modified_gmt":"2025-05-02T18:39:17","slug":"5-rules-i-live-by-as-a-creative","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/5-rules-i-live-by-as-a-creative\/","title":{"rendered":"5 Rules I Live By as a Creative"},"content":{"rendered":"\n

My guy and I have a fun exchange from time to time. He says I\u2019m a professional liar, and I tell him no! How dare he! There\u2019s a law against lying. Ha ha.<\/p>\n\n\n\n

Not gonna lie, though, it does hurt my feeling a little bit. Because not lying \u2014 and not even getting close to lying \u2014 is a massive priority in the way I work. And other priorities, too. Let\u2019s talk about them.<\/p>\n\n\n\n

1. Don\u2019t be evil.<\/h2>\n\n\n
\n
\"Chest-up
Portrait of the author as a young child.<\/figcaption><\/figure>\n<\/div>\n\n\n

Maybe I stole it from Google \u2014 they certainly aren\u2019t using it anymore<\/a>, which is not at all disconcerting<\/em>. Regardless, it\u2019s a good, if vague, philosophy. An essential part of our job as creatives entails reaching out to our audience and using their wants and needs and fears and worries as an opportunity to make a connection. We\u2019re hitting them in a very vulnerable place they haven\u2019t given us permission to hit, and we have to respect that.<\/p>\n\n\n\n

So no misleading. No manipulating. No fearmongering. No acting in bad faith. And that applies to working as part of a team, too \u2014 no lying, stealing credit (I know, \u201cI in team,\u201d whatever \u2014 I wrote a thing<\/a>), crab-in-a-bucketing, none of the things we know is wrong to do<\/em> but find an excuse to do. But don\u2019t. If we can\u2019t do our job without being evil, we\u2019re bad at our job.<\/p>\n\n\n\n

2. Don\u2019t even get close to lying.<\/h2>\n\n\n\n

This one obviously falls under not being evil, but it\u2019s pertinent enough to my role as a copywriter that I like to emphasize it. The truth isn\u2019t a picket fence \u2014 it\u2019s an electric fence, and if you get close enough to touch it, even if you don\u2019t climb over it, you\u2019re wrong. Taking advantage of that very vulnerable place I mentioned, feeding our audience lies about their needs and fears and worries just to make a buck, is unethical and wrong, whether you\u2019re telling a straight-up porky pie or minutely tweaking language for the sake of deniability.<\/p>\n\n\n

\n
\"Shot
“Oh, you’re only saying fruity Mentos could potentially<\/em> cure cancer. Well, that’s fine.”<\/figcaption><\/figure>\n<\/div>\n\n\n

And y\u2019all, pushing back against clients can be one of the scariest things for a freelancer. I know it \u2014 I once had to push back on a healthcare client who wanted to back up a claim with data that only worked if you conflated two unrelated studies and squinted. And pushing back was terrifying, but the audience was worried about their medical condition and I wasn\u2019t going to take advantage of them by telling them untrue things \u2014 or even things that are kind of true if you squint hard \u2014 about a potential treatment.<\/p>\n\n\n\n

Luckily, the client was amenable to leaving those questionable things out, and we still had enough viable studies and claims to finish the work (to glowing feedback). And I tell that story not to flex about how super ethical I am but to let you know politely pushing back will not get you auto-fired. And if you do<\/em> get fired for it, you\u2019re better off \u2014 not because you\u2019re rich enough to stand on principle, but because eventually there will<\/em> be a lawsuit about misleading somethingorother and you don\u2019t want to be anywhere near it.<\/p>\n\n\n\n

3. Anybody can be creative.<\/h2>\n\n\n\n

Can everyone be a good copywriter or art director or graphic designer or video editor or whatever? No, those are things that take training and talent, and while I\u2019m passionate about the democratization of training<\/a> in those areas, raw talent does need honing.<\/p>\n\n\n\n

But anybody can be creative. Any account manager, executive, executive assistant, ops coordinator, or guy filling up the vending machines is capable of coming up with fun, innovative, effective ideas that can contribute to a more well-rounded, nuanced concept. And even if I sometimes pretend <\/em>not to, I love it when someone else thinks of something so creative I wish I\u2019d thought about it, and I always make it clear their input is great and they are a valued, if adjunct, member of the team.<\/p>\n\n\n\n

Every single person has their own background, thought process, and perspective that can potentially make our work richer. So no creative gatekeeping. We work in a fun, creative field, and everyone gets to play.<\/p>\n\n\n\n

4. Of course there are stupid ideas. There\u2019s just nothing wrong with that.<\/h2>\n\n\n\n

The saying, \u201cThere are no stupid ideas,\u201d is silly. Of course there are stupid ideas. Let\u2019s sell Jaguars with personalized hummus \u2014 look me in the eye and tell me that\u2019s not stupid. There\u2019s just nothing wrong <\/em>with stupid ideas. Stupid ideas are important<\/em>. When you\u2019re trying to concept big and do something special, if you start with what\u2019s smart and safe, what\u2019s always worked in the past, and push outward from that, you\u2019re going to struggle mightily.<\/p>\n\n\n\n

Sometimes, even often \u2014 not always, y\u2019all, just sometimes-even-often<\/em> \u2014 starting with stupid ideas and then reining them back a little leads to something unexpected and unique and attention-getting, in a way that trying to build on what\u2019s always worked just wouldn\u2019t. Just be judicious in the time spent nurturing stupid ideas. There is no banger hidden within personalized Jaguar hummus.<\/p>\n\n\n\n

Another thing about stupid ideas<\/h3>\n\n\n\n

Stupid ideas are great for helping people who are uncertain about their creativity, and uncomfortable about being creative in front of other people, learn to start trusting their own ideas. When I run brainstorming sessions, I start with a few minutes of coming up with stupidest ideas possible. For confident creatives, it can help skim some of the stupid ideas off the top of the brain. The less-confident ones often find it easier to share ideas they worry<\/em> are stupid in an environment where all<\/em> the ideas are stupid. And often, those stupid ideas can be a jumping-off point for unexpected and unique ones. And it reinforces to those more timid creatives that their voices are valued.<\/p>\n\n\n\n

5. I\u2019m not always right.<\/h2>\n\n\n\n

\u2026 Yeah.<\/p>\n\n\n\n

This one is probably the toughest one to live by, because slapping a leash on that ego is a job of work and nobody likes to be wrong. But (deep breath, Gillett, you can do this) on very rare occasion, I am, and it\u2019s important to recognize that.<\/p>\n\n\n\n

I\u2019m confident I\u2019m usually right \u2014 I\u2019ve been doing this for over 20 years, so I\u2019ve got a lot of experience under my belt, and I try not to open my mouth if I\u2019m not confident I\u2019m right. But 20 years\u2019 experience isn\u2019t a guarantee of rightness. I\u2019ve heard enough, \u201cUh, yeah, I think I know what I\u2019m doing, thanks,\u201d from seasoned creatives to never want to be like that.<\/p>\n\n\n\n

Letting your ego take over like that also interfere with #3 and #4 up there. There\u2019s no room for new ideas if you\u2019re always sure yours is the best one. There\u2019s no learning new things if you are convinced they\u2019re auto-wrong. I love to share the benefit of my experience and, y\u2019know, being real good at my job, but I also learning new things and engaging with new ideas. As a sign I literally had on the wall in my office reminds me, my ego is not my amigo.<\/p>\n\n\n\n

Rules lawyer<\/h2>\n\n\n\n

I think I\u2019ve been pretty clear in the past that I\u2019m a huge not-fan of arbitrary rules. I love<\/em> love rules that make sense, and I bristle at rules you can\u2019t defend with logic.<\/p>\n\n\n\n

These rules mean something to me. They don\u2019t just make me a better creative professional \u2014 they make me a better person. And I\u2019m absolutely, totally, indelibly certain about that.<\/p>\n","protected":false},"excerpt":{"rendered":"

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