Transcription
I think checklists are really useful. I think the idea that there's a necessarily a kind of procedure and order in which you proceed.
If you're trying to do something original, that is if you're trying to do something which is the same as the time you did it before, then you want a process or an algorithm. Yes. But if you're trying to do something new, uh the best you can hope for, I think, is a checklist.
>> Well, that's kind of the problem with trying to scale up creativity, isn't it? Which is to scale up you kind of have to copy and paste quite a lot. I think what we can do and which we've what we've failed to do in advertising is I think we can kind of you can't replicate it but I think you can classify it.
>> right.
And I think you can find recurring patterns in successful marketing campaigns uh which you can uh effectively uh you can you can do variations on a theme if you I get.