Some use “clarity” to sound smart, not to be understood. But we should be making things easier to understand.
The same goes for creativity. It’s not a special trait or a mystical job title. It’s what happens when someone solves a problem properly. Which means it’s everywhere, not rare. Agencies hate this, they’re not beautiful and unique snowflakes. They treat creativity like performance, or something only a few people own. That’s where it starts to break.
It’s not that everyone is creative, it’s that creative work is more straightforward than they want to admit.
Know who you’re speaking to. Know what matters to them. Say it in a way they recognize. That’s it. That’s the job. Not to be original, but to choose what matters and make it clear.
Making things is getting easier. Knowing what to make isn’t. That takes judgment. Show your reasoning. Let people see how decisions are made.
Otherwise it’s just theater.