This is where things start to get tricky...

Sofia Coutinho
Mar 16
1 min read

On extreme optimisation, strategic slur, the myth of the creative slump, and why inspiration is only 1% of the work

Writing and creating content as a strategy for brand awareness and connection has become the new go-to move for, well, everyone. We see it, and we get why it works, but it’s a full-time job on top of our real full-time job.

Lately, we found ourselves slipping into a trap: comparing what we write to other agency owners, reformatting the initial intention of keeping this a cozy safe space for honest thoughts into a strategy-heavy, overly curated approach. Been there, done that... Every thing we thought we could share was already being shared by a dozen other creatives...

Reflecting on this got us thinking about how this is also the usual approach to most things we create. It starts as a happy creative moment and quickly morphs into extreme optimisation, high standards, and big pressure that ends up ruining all the fun.

So for this week, we decided to take a step back and share with you the last time a project brought us near to tears. And those were tears of pure frustration...