Don't Be Burdened by Knowledge
Everyone who works at Red Echo Post has heard this more times than they care to admit. It has been become my mantra “Don’t be burdened by knowledge.” Quite simply, don’t be crippled by what you know or more aptly, think you know.
How many times have you been in a concept meeting or presentation when somebody utters the condemning phrase, “The client will never buy it.” What? We are going to kill an idea because somebody actually said that? The door is right over there. Show them the door! My personal favorite is, and this came from a seasoned account manager, “Give me boring, I can sell boring.” Really, “I can sell boring” is a reason? Why not try to sell good?
So get out there, unburden yourself. Resist the urge to limit your thinking. Resist the urge to speak out about what you think the client will like. Unshackle yourself from the burden of knowledge. Break free of the bondage of limited thinking. Run naked through the forest. Uh, yea, don’t do that. Trust me, running naked through the forest may sound like a good idea, it is not.
-Craig Tyree
