Unproductive Creatives (via D. Keith Robinson)

Hoo boy, does this beautiful little phrase from your favorite creative director and mine resonate deep in my advertising/artist/creative/etc. bone.

There are places I’ve worked in the past that needed this plastered up in the lobby as a reminder that it’s NOT A BAD THING if you come into a creative’s office and they’re not furiously pecking away at some management-imposed definition of what is a good use of time (or the hairier nugget of what’s feasibly BILLABLE).

Percolation, when that’s truly what it is and not some excuse for procrastination or just plain ol’ not giving a shit, is a good thing. It creates good work. It makes good work great work. To deny it is to not lend proper credence to your creatives’ work and your agency’s reputation.