But creative can only motivate if it’s grounded in solid strategic thinking, understands its intended target, and connects with them in a way that’s relevant. Truly great work goes a step farther to consider the business issues, the marketplace, the medium, the competition and the personality of the brand. They’re all important factors for informing creative work that can actually make a difference.

Still, far too many clients fall into the trap of doing creative work that speaks to their internal group, not the customer. Do that, and your creative work won’t relate, which means your marketing dollars won’t work as hard. Not an option, is it?