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The Whims

One of my first professional jobs was at a tiny startup ad agency in Washington, DC. The owner was new to the business and made the mistake of hiring a college buddy as his creative director. This guy was not up to the job. He was not the slightest bit curious about our clients’ businesses, or what mattered to their customers. His day was one long lunch hour bookended by naps. He thought we couldn’t hear him snoring through the closed door of his office.

Once a day, he would call a “creative meeting” to discuss whichever project would soon fall due. He would not bring sketches, or notes, or a creative brief to these meetings. Instead, he would “lead a creative brainstorm,” which meant we had to listen to him spout whatever shallow, idiotic idea proposed itself to his limited mind at that moment. We were then supposed to leave the room and execute his so-called “concept.” It didn’t matter if the idea was derivative of someone else’s widely known better ad, or if it was superficially cute but meaningless, or wrong in tone, or more likely to hurt than help the client’s business. He had spoken, and that was that.

Needless to say, after a few weeks—and even though they were old friends—the agency owner realized he had to fire this creative director. After all, it was widely agreed, a quarter-page newspaper ad for a local Ford dealership was far too important to entrust to the whims of an imbecile.

By Jeffrey Zeldman

“King of Web Standards”—Bloomberg Businessweek.

Hi! I’m a principal designer at Automattic, Inc. Also: Publisher and founder, A List Apart “for people who make websites.” Publisher and co-founder, A Book Apart—brief books for people who design, write, and code. Co-founder and co-host, An Event Apart UX & front-end conference. Faculty, MFA Interaction Design, School of Visual Arts, NYC. Host, The Big Web Show. Have written two books, notably ”Designing With Web Standards,“ currently in its 3rd Edition, and, on last count, translated into 15 languages and used as a text in 85 universities.