“I’M A PERIPHERAL VISIONARY”
Creativity is not always simply coming up with something new, but framing questions in a new way. That's why strategy and expression are so intertwined. While strategy is the map, creativity is the terrain. A branding firm that avoids creative, or a design firm that ignores strategy, misses the big idea. Powerful brand expression comes from a dynamic exchange between "the plan" and "the picture," and responsibility for one and not the other often results in a stalemate. As Stephen Wright remind us, "There's a fine line between fishing and just standing on the shore like an idiot."
