The Monday Morning WHIP // 114

This week Stan (http://branddna NULL.blogspot NULL.com/) tells us why this common saying is a timeless piece of wisdom.

Many years ago the legendary John Hegarty gave what I think is one of the best pieces of creative advice I’ve ever come across:

When everyone else zigs, it’s time to zag.

Seems an obvious thing to say when you stop and think about it. But if it was so obvious, then why are so few people following his advice?

Every kid who’s done Award School shows me a folio of Award School work.

Every photographer who comes to show me their folio has twice as much work in their folio as they need.

Every wannabe copywriter who comes to see me has lots of concepts in their book but little (if any) evidence of writing ability.

And every creative who considers themselves digital, has very little in their folio other than design work.

Obviously I’m generalising here.

But suffice to say most of the people who come and show me their work do it in way that is very similar to everyone else.

So why not do as Mr Hegarty suggests – stop zigging and start zagging.

Written by Junior
Originally posted on: 21/03/2011
Category: WHIP
Tagged: .
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