by Dan Crask, Creative Director & Co-Owner, Brand Shepherd

“I’ll know it when I see it” is a phrase creatives hear a lot, and it’s a phrase we can usually resonate with quite well.

Sometimes we don’t know, specifically, what we are about to create. We just have a hunch, intuition, or shadow of an idea. The end result will show itself along the way.

We completely understand the “I’ll know it when I see it” mentality. It is a perfectly normal creative process.

But it’s also the most time-consuming because, well, it’s the longer route to a destination.

The problem is that some people who buy creative services for products want this approach, but also want the budget of an “I know exactly what I want” project. Those two things are allergic to each other, and cannot co-exist for the long-term.

Solution: Come to the table with ideas to run with for your product, or a larger budget for exploration. As you do, follow the guidance provided in Part 1 about being directional instead of executional.

Example: “Here’s what I know: this product’s main benefit is that it’s portable. It needs to appeal to kids, but in order to get to kids, it has to appeal to parents too. This is a product that’ll mostly be used outdoors in the summer and early autumn. We know our competitor brands well, and what we want to highlight for this product. Let’s see some ideas within these parameters.”

Now we’re cooking! You don’t precisely know what you want, but you do know your goal.

The professional creative is now equipped to create some options that will blow your mind and increase sales.

It’s really that simple.