THE 20 TEAM RULE

About three and a half years ago I was doing this creative course called 'The Playground' run by Craig Kind (who works at AKQA) and Graham Painter (Saatchi and Saatchi). I learned a lot from them both and I wanted to share this rule they shared with me:

'If you had 20 creative teams, how many of them would come up with that same idea' 

It's good to hold yourself to this when reviewing your own work before you show your Creative Director. I bet the winning entries to D&AD and Cannes, didn't have a creative team that came up with an idea another 20 teams would have created, they would't be there otherwise.