Smart Beats Clever

Thursday, June 5, 2014
Digital Marketing
Smart Beats Clever

"The Agency with the Best Softball Team Does the Worst Creative."


Sally Hogshead wrote that line over 15 years ago. She heard it in the hallway. It was late, around 11:00 p.m. Her agency was in a pitch against an agency with an exceptionally good softball team. And guess who won the business?


Water cooler wisdom is the hallmark of an agency’s culture.

Sally learned a lot in agency hallways — and so has anyone who’s spent time at ThomasARTS. Bits of advice mentioned in passing while thinking up the next big idea. So in that tradition, here are a few more words of wisdom that are worth hearing (and memorizing):


Smart beats clever.


There’s an enormous difference between A- and A+.


Idea is king. Emperor. World nuclear superpower.


Trust your gut — it’s smarter than you.


Spend more time thinking, less time executing.


Your work can have an outrageous attitude. You can’t.


Don’t waste time or money on ideas you’re not thrilled about.


Being creative is only a small part of being a good creative.


But probably the most memorable (and true) bit-o-wisdom came from our agency’s founder:

“The most important assets we have walk out the door every night, and I just pray they come back the next day.” -  DAVE THOMAS

Rhett Boyakin

"Invention, my dear friends, is 93% perspiration, 5% inspiration, and 2% butterscotch ripple." –W. WonkaBrains. Talent. Passion. And a healthy appetite for mischief.

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