Any tips on motivate the team when you have been on a project that has gone through no less than 20 rounds between ideation and rebriefing? (It’s an issue with how the project is run from the c suite level that I have no power to change.) The ideas we get from the creative team are becoming less and less interesting/conceptual, no doubt due to burnout. I have been doing both directing them and chipping in ideas when needed.

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Maybe a team brainstorming where it’s “stupid/silly ideas only”

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I understand that the disfunction is coming from high up and that you feel as though you have no power to fix it. I’ve been there. My regret? I ACCEPTED that I had no power to fix things to my team’s detriment. How can you expect them to keep giving you their best if you yourself can’t give them your best by at least trying? Look for the incremental ways that you can improve things and provide clarity.

And think to yourself about the death marches you were sent on as a younger creative. How did you make it through? Did a good idea live?

I second the notion of a brainstorm where only silly / stupid ideas go up on the board. But I’d advise against it if it chips into much needed working time.

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Avoid being the overly positive cheer leader.

Tabula Rasa. Streamline the teams. Fresh, clear and brief concepts only, top line, and be sure your best copy teams are aboard. Give them 4 hours. Done. All ideas are valid. Pre-present for the best two. Move on.

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Ask to picture an ideal destination then create a map. G’luck! 😀

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