I'm up for doing a great piece of work at the end of the day, and if the work shape shifts in the room for the better, great. Sometimes you go in with the big idea, the big like "it's going to be this, and you're going to buy it". Sometimes it works, sometimes it falls down horrifically. I think you need to know who your audience is, do they want the big idea? Do they want five big ideas? Do they want a small idea that builds into a big idea over time? Do they want to help build that? It's more about knowing who you're talking to, and how they how they think and work.

I love a big idea, I love going in with confidence, and I think you do need to portray a certain level of confidence in a room, and you need to command a room I guess, if you're leading the workshop, or the presentation. But also be able to let your guard down so it can adapt and change, because ultimately when we're done as creatives, six week project, six month, two year project, it's no longer our work, it's theirs, their work, they have to live with it, they have to design with it.

It's fine to roll stuff out and do a visual identity, a nice strategy, short, pithy, it's good, it will service a client's needs maybe three, four years, and then some projects are much more longer relationships, and the brief changes as you're working with the client, the client will change, they might even move on. That's always interesting, so there's different levels of brand projects.