Remove The Cover
I’ll say this directly to clients: it doesn’t matter how amazing our creative is. No one is going to be scrolling Instagram, see your ad and go “holy shit I need to buy this thing right now” and just stop everything else they had going on to hand you all their money for the thing you sell.
Too often we confuse Tools with Strategies. A good Strategy delivers the right information to customers to help them make the best buying decision for them. Tools are what you use to execute the Strategy.
Generalists thrive in change. Their variety of skills make them extremely adaptable to environments where what we value is fluid. Which in case you haven’t noticed is the environment we live in.