We ought to be thinking in terms of ideas, not gadgets.
We should prioritise efficacy, not efficiency.
We must be concerned with what is timeless, not what is trending.
We ought to question the orthodoxy, not acquiesce to it.
We should be motivated by results, not awards.
We must use vital language, not deadened cliches.
We ought to nurture talent, not “manage talent”.
We should look to the lessons of the past, not the vagaries of the future.
We ought to be informed by data, not enthralled by it.
And we must always, always be wary of prescriptive advice.
Dr Ryan Wallman,
Executive Creative Director at Wellmark.
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