When it comes down to it, nothing can ever replace gut instinct. No policy. No process. And certainly no focus group. It is what separates “creative people” from “creative, smart people.” A good idea can come from anywhere. But those that possess that gut instinct have an advantage. They know when it will pay off to take the big risk. It’s the difference between putting a Band-aid on a problem and packing that problem’s bags. Between playing it safe and doing something that will probably scare the hell out of your client. Between marketing and marketing with meaning.

I have been lucky enough to see these people in action. And work with clients who possess that same instinct. These are the people that turn around businesses and take industries through revelations. If you find one – no matter what – follow them into the fire. Their gut will lead the way to the other side.

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