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Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions from the entire team, but also fosters an environment where all members of the team share responsibility, be it for success or failure.

Over the years, running agencies and leading creative teams has taught me many invaluable lessons. One of the most important lesson involves presenting creative work as a collective effort—always as a “We,” never as an “I.” This is not just a matter of semantics; it’s a principle that has shaped my approach to leadership, collaboration, and client relationships. Through decades of managing teams and interacting with clients, I’ve come to believe that this philosophy is important for both fostering internal cohesion and building long-term success.

Furthermore, by emphasizing collective effort, agencies protect themselves from concentrating praise or blame on a single individual, which can skew perceptions, damage morale, and distort the reality of the creative process.

The Importance of Team Dynamics in Creative Work

Marketing and advertising are inherently collaborative disciplines. The process of bringing a campaign to life involves multiple layers of strategy, creativity, production, and execution. Rarely, if ever, does a successful campaign emerge from the mind of one individual. Instead, it is shaped and refined by contributions from strategists, designers, copywriters, media planners, and project managers, among others.

Rosser Reeves, one of the great advertising minds of the 20th century, acknowledged the team aspect in his work, stating that “I alone did not write this book. It was written by a body of dedicated men and women”​. This sentiment holds true across the creative industries: individual brilliance may spark an idea, but it is the collective effort that refines it into something great.

Accountability and Shared Responsibility

When creative work is presented from a “We” perspective, it helps distribute both the credit for success and the responsibility for failure across the entire team. This is not just about protecting individuals from blame; it ensures a more realistic appraisal of the complex processes that lead to an outcome. As Reeves argues in Reality in Advertising, “Advertising is only one of many factors that can cause sales to rise or fall”​. Similarly, the success or failure of a marketing campaign can be attributed to a multitude of interconnected factors. By framing it as a team effort, the focus shifts to improving overall processes rather than assigning individual blame.

Neil McElroy, a pioneer in brand management, emphasized the importance of team dynamics in his famous 1931 memo: he called for the creation of brand management teams, acknowledging that the success of a brand depended on the contributions of various individuals working toward a common goal​. This call for teamwork extends to how creative work should be presented to clients.

Lesson 1: Creativity Is a Team Sport

Early in my career, I learned that no piece of creative work is truly the product of a single person. Sure, someone might have the initial spark of an idea, but it’s the collaboration of many minds that transforms that spark into something meaningful and impactful. Whether it’s a strategist’s insight, a designer’s flair, or a project manager’s organization, every piece of the puzzle is essential. Presenting creative work from a “We” perspective underscores this reality.

I’ve seen too many situations where someone—whether it’s a creative director or a junior team member—was either unfairly praised or blamed for an entire project. It didn’t take long for me to realize that this not only distorts the truth but also erodes team morale. Over time, I adopted the mindset that I wasn’t just leading a collection of individuals; I was guiding a creative ecosystem where each part plays a vital role. If the project succeeds, it’s because we succeeded together; if it fails, we all share responsibility and learn from it.

Lesson 2: Shared Responsibility Prevents Burnout and Egos

One of the more subtle benefits of the “We” approach is that it helps keep egos in check while preventing burnout. In the early days of running an agency, I sometimes saw individuals take on too much, trying to be the star or feel the weight of the entire project on their shoulders. This is an unsustainable model. When someone shoulders all the credit or blame, it sets them—and the team—up for failure in the long run. It took a few of these experiences for me to realize that shared responsibility fosters a healthier work environment.

Neil McElroy, in his famous memo on brand management, advocated for creating teams that could take ownership of a project without placing the burden on any one person​. I found this advice invaluable as I built teams over the years. By emphasizing that we succeed or fail as a unit, I helped create a culture where people supported each other, knowing that their contributions were valued and recognized.

Lesson 3: Clients Trust Teams, Not Solo Acts

From a client’s perspective, understanding that an entire team is behind a project builds trust and confidence. It tells them that the agency they hired is resilient, capable, and has a diverse range of talents working toward their goals. I’ve sat in countless meetings where clients were visibly reassured to know that multiple experts—not just a single creative mind—had worked on their campaign. They knew they were getting a well-rounded, thought-out solution, not the brainchild of one person.

In my experience, presenting a unified front strengthens the client relationship. I’ve seen what happens when clients believe all the ideas come from one person—they tend to hold that individual responsible for every outcome, good or bad. But when you reinforce that the work is a collaborative effort, clients are more likely to appreciate the process and the depth of thought that has gone into it. This also means that when challenges arise, the team can tackle them collectively rather than relying on one person to fix everything.

Lesson 4: The Creative Process Is Messy—And That’s Okay

As someone who has spent years immersed in creative processes, I’ve learned that they are rarely linear. Ideas bounce around, evolve, and are shaped by numerous hands and minds. When you present work as a solo effort, you hide the messy—and essential—nature of creativity. But when you present work as a product of the team, you allow for a more realistic understanding of how ideas are born and refined.

I’ve found that acknowledging the collective effort also helps manage client expectations. It conveys that creativity is a process, not an instant act of brilliance. I’ve often referred back to this idea in meetings, reminding clients that what they see is the result of a collaborative effort that includes not just the “big idea” but also the practical aspects of bringing it to life—logistics, execution, revisions. It demystifies the process in a way that ultimately builds trust.

Lesson 5: “We” Fosters Long-Term Success

As I reflect on my years of leading creative teams, I’ve come to see that the “We” approach fosters long-term success, both within the agency and with clients. Internally, it creates a more supportive, collaborative culture where people feel valued for their contributions. Externally, it builds stronger client relationships because clients see the agency as a cohesive unit, capable of delivering thoughtful, well-rounded solutions.

I’ve always believed that the best work happens when people feel part of something larger than themselves. This perspective aligns with what marketing guru Wally Olins wrote about the need for brands to foster human connections​. The same applies to creative teams—when they feel connected to each other and to the project, the work is always better.

Key Takeaways

• Creative work in marketing and advertising should always be presented from a “We” perspective to reflect the collaborative nature of the process.
• A collective approach distributes credit and blame fairly, preventing individual team members from being singled out.
• Clients gain confidence from knowing that a team of experts, not just one individual, is working on their behalf.
• Presenting work as a team effort helps foster a culture of inclusion and collaboration within the agency, leading to better outcomes.

I’ve always been intrigued by AI, especially the growing capabilities of language models like ChatGPT. They’ve been fun to play around with, helpful at times, but more often a source of curiosity than anything world-changing. But recently, I encountered something that took me from being entertained to being downright stunned—the new ChatGPT voice model.

This isn’t just another step in AI development. It’s a full-on “HER” moment—the kind of experience that takes a leap beyond the screen and gets you thinking deeply about the future. Over the last hour, I found myself having what felt like a real conversation with AI, one that didn’t just mimic human interaction but captured the flow and nuance of writing in a way I hadn’t seen before.

And that, right there, is the big shift.

A New Type of Writing Partner

Let’s be clear: this isn’t about ChatGPT suddenly taking over all of my writing. It’s not about handing over the reins and saying, “Okay, AI, you do all the work.” What’s truly exciting—and a little terrifying—is that this tool has now become the ultimate research partner, a co-writer that can assist at lightning speed, with access to the vast expanse of human knowledge.

Imagine having a conversation with someone who knows everything ever written but still leaves the final decisions to you. It speeds up the process of thinking, structuring, and writing in ways I never thought possible. And while the software is still a little glitchy here and there (it’s not perfect, and that’s okay), what we’re witnessing is an evolutionary leap—both in the technology itself and in how we, as humans, will engage with information, creativity, and productivity.

More Than a Gimmick

In previous iterations, AI was often seen as a cool gimmick—a flashy tool that could help you generate ideas but wasn’t a replacement for the real deal. That view is quickly becoming outdated. This is no longer a novelty, not just a toy for experimenting with quirky conversations. It’s becoming an integral part of how we write, how we think, and how we’ll solve problems going forward.

And that’s where things get exciting—and a little scary. There’s something almost unnerving about the way these models have evolved. It’s not just about convenience; it’s about altering the way we engage with our work. When you start having conversations with an AI that feel less like commands and more like collaboration, you begin to realize just how much the game has changed.

The Responsibility of Using AI

But as with any powerful tool, there’s a responsibility to think about how we’re going to use this. AI isn’t a magic wand that will take over the hard stuff for us. At the end of the day, it’s still math—a series of algorithms designed to mimic writing and conversation. It doesn’t know what it’s saying. It doesn’t understand meaning the way we do. And that means we’re still in control.

This technology can help eliminate those frustrating gaps in research, streamline the writing process, and give us back precious time to focus on the creative and strategic parts of our work. But as we move forward, we have to remember that the final decisions still rest with us. We are the ones guiding the conversation, shaping the ideas, and ensuring the integrity of what’s being created.

Think of it like this: we are the ultimate player controllers, guiding the AI through a game of knowledge and creativity. It can go far, it can speed up the journey, but it’s still the human element that makes the final call.

The Future of Creativity with AI

So, where does that leave us? In a place of both great excitement and a touch of fear. Yes, this new voice model will fundamentally change how we approach writing, research, and collaboration. It will give us more time to think, create, and execute ideas that we might not have had the bandwidth for before. But it also forces us to confront the ethical and creative challenges that come with wielding this kind of tool.

As we stand on the edge of this new frontier, we need to think about how we’ll use AI responsibly. How we’ll harness its potential without letting it take over. How we’ll ensure that, even in the midst of this technological revolution, we keep human intelligence and creativity at the center of the process.

I don’t have all the answers, but I do know one thing: This is a turning point. And while it’s tempting to be either overly excited or completely terrified, I think the best way forward is to embrace the possibilities while keeping our hands firmly on the controls. After all, this is only the beginning. What comes next is up to us.

It’s an exciting time to witness how fast artificial intelligence (AI) is advancing, particularly with the rise of large language models (LLMs) like ChatGPT. These models have revolutionized everything from customer service to content creation, but there’s a critical question that lingers in the background: Can AI actually think?

At first glance, it might seem like they do. After all, LLMs can engage in conversations, answer complex questions, and even write poetry. But despite their apparent “intelligence,” the reality is that these models are not thinking. They don’t have thoughts, emotions, or intentions. They’re essentially sophisticated pattern-recognition machines, operating based on the mathematical probabilities of which word should come next.

The Mechanics of a Language Model

Let’s break down how a large language model like ChatGPT operates. These AI systems have been trained on massive datasets of text from books, articles, websites, and more. Through this training, they learn the statistical relationships between words and phrases.

When you ask a model like ChatGPT a question, it’s not “thinking” about the answer. It’s running algorithms to predict which word comes next based on the patterns it’s seen during its training. There’s no cognition involved. The model is, quite literally, running millions of calculations to determine which word, phrase, or sentence has the highest likelihood of being the “right” answer given the input it received.

As AI researcher Gary Marcus puts it: “A system like GPT-3 generates text not because it understands the world or has some internal mental model but because it has seen lots and lots of sentences before and can pattern match.” The result is a machine that’s incredibly good at seeming like it knows what it’s talking about, but in reality, it’s just stringing together statistically probable word sequences.

Is This Really Different from Humans?

Now, let’s pause and consider something interesting. When we, as humans, speak or write, how different is our process? If you’ve ever been deep into writing something—maybe an essay, an email, or even just a text message—you’ve probably noticed moments where the words seem to flow out of you naturally. You aren’t consciously thinking about every individual word or grammar rule, but you instinctively know what comes next.

We’ve been trained by life in much the same way an AI model is trained on data. We learn language through experience, and over time, we become fluent in its patterns and structures. It’s almost automatic—second nature.

David Chalmers, a philosopher and cognitive scientist, has mused on this: “Human language production, in many ways, is automatic. We are largely pattern-matching, following rules that we’ve internalized over a lifetime.” So, when we speak or write, are we really thinking in a fundamentally different way than an AI model, or are we just tapping into a well of learned experiences, following the “rules” we’ve internalized?

The Key Difference: Sentience and Creativity

While both humans and LLMs rely on pattern recognition to an extent, there is a fundamental difference—sentience. As humans, we have the ability to be self-aware, to think consciously about abstract ideas, and most importantly, to come up with new ideas.

AI models, despite their impressive capabilities, are fundamentally limited to remixing and reassembling the information they’ve been trained on. They can’t generate truly novel ideas that haven’t been introduced into their datasets. They don’t have that spark of creativity or insight that leads to groundbreaking discoveries or inventions.

As Yann LeCun, a pioneer in AI, said, “Current AI systems are far from being capable of reasoning about the world the way humans can.” AI can analyze vast amounts of data, spot patterns, and make connections that might elude us—but it does this in a purely mechanical way. When it comes to creating something entirely new, the machine falls short.

So, Can AI Think?

The answer is no, not in the way we typically understand “thinking.” AI models don’t have thoughts, they don’t experience emotions, and they can’t consciously reflect on the world around them. They predict, process, and output based on probabilities. There’s no internal dialogue, no ‘aha!’ moment, no flash of inspiration.

Human cognition, on the other hand, while often driven by learned patterns and automatic responses, has the capacity for creativity. We are sentient beings with the ability to dream up entirely new ideas, theories, and concepts. We don’t just follow the data; we can imagine beyond it.

Where AI Excels (and Where It Doesn’t)

To be clear, this isn’t to downplay the incredible achievements of AI. These models excel in many areas. They can process and analyze information at speeds that are unimaginable for humans. They can surface patterns across vast datasets that we might miss. And yes, they can even help us refine our thinking by suggesting new ways to structure ideas or explore unfamiliar territory.

But, as Hod Lipson, a leading researcher in AI and robotics, noted: “AI can be creative in the sense of coming up with unexpected solutions, but it lacks the intrinsic motivation to pursue a goal or understand why a solution is important.” The machine might produce something that looks creative, but without an underlying understanding of why it matters, it’s not truly innovative in the human sense.

The Uniquely Human Advantage

So, what’s left for us humans? What do we have that these powerful machines don’t?

Sentience and true creativity. The ability to reflect, to wonder, to dream. Not all of us are going to invent the next breakthrough technology, write a world-changing novel, or devise a solution to a global crisis. But every human has the potential to come up with something genuinely new, something that no machine—no matter how sophisticated—could ever create on its own.

That’s the core of what separates us from AI. While machines can process, predict, and output information at incredible speeds, they’re stuck in a loop of rehashing what’s already been introduced into their data banks. We can think beyond the data, beyond the patterns, and generate something entirely novel.

In the words of AI ethicist Kate Crawford, “AI isn’t about human intelligence; it’s about human mimicry.” And that mimicry, no matter how convincing, doesn’t hold a candle to the real thing.

Final Thoughts: Thinking vs. Processing

At the end of the day, it’s important to recognize the strengths and limitations of both humans and machines. AI models like ChatGPT can help us organize information, see patterns, and suggest new directions—but they can’t think or create like we can. The next big idea, the next groundbreaking innovation, will always come from a human mind—not from a machine running through its algorithms.

Our sentience, our ability to conceive new ideas, and our capacity for deep, reflective thought are what make us unique. That, ultimately, is the difference between us and the machines we build. We’re more than processors—we’re creators, dreamers, and inventors. And no matter how advanced AI becomes, that will always be our defining edge.

From a young age, politics has been in my blood. I remember being that curious kid, sitting around the dinner table, eagerly listening to the grown-ups talk about elections, policies, and the future of our country. I didn’t always understand everything they said, but I knew that these conversations mattered. They were the building blocks of the democracy we live in today. I was drawn to these discussions not out of a desire to win arguments, but because I believed that the decisions we make together shape our nation.

As I grew older, my passion for understanding our political system deepened. I pursued a degree in political science, hoping to not only understand the mechanics of government but also to approach it with the same open heart that I had as a boy. Back then, politics felt like something people only talked about in short bursts during election cycles. It was a conversation you’d have every few years, and then life would go on.

Today, the world looks very different. Politics is no longer something we can tune in and out of—it’s constant, it’s everywhere, and it’s overwhelming. The 24/7 news cycle, social media, and endless debates can make it feel like we’re drowning in political noise. But here’s the thing: while politics may feel all-consuming right now, we must remember that voting is still the most powerful tool we have to make a difference. Voting is how we reclaim our ability to focus on our daily lives while ensuring that the right leaders are steering the ship.

The power of voting lies in its simplicity. It’s the moment where we each get to decide who has the better ideas, who has the clearest vision, and which candidate truly represents the interests of our country. Every vote is a small but significant act of revolution, a way to steer the course of our nation without violence, without anger, but with a pen and a ballot.

As President Franklin D. Roosevelt once said, “Nobody will ever deprive the American people of the right to vote except the American people themselves, and the only way they could do this is by not voting.” In a time when it feels like everything is spiraling out of control, voting is our anchor. It’s the one thing we can each do to make sure our voices are heard and that our country reflects the will of its people.

Yes, the nation is divided. But that’s not a reason to shy away from our civic duty—it’s the exact reason we should embrace it. The beauty of democracy is that we are blessed with the opportunity to vote, to participate in a peaceful revolution every two to four years. This isn’t about hating someone for their ideas or their beliefs. As Dr. Martin Luther King Jr. reminded us, “We must learn to live together as brothers or perish together as fools.” It’s okay to disagree on policy or personality, but we must never allow those disagreements to turn into hatred.

We are all entitled to our beliefs, and we all have a duty to engage in the political process. Our candidates are meant to represent us so that we can return to our lives knowing that we’ve done our part. Voting isn’t just about supporting a candidate; it’s about supporting the very foundation of our democracy. As Thomas Jefferson said, “The government you elect is the government you deserve.” This is why we vote—not just to choose our leaders, but to choose the direction of our future.

So, as we approach the upcoming election, let’s remember the power of the vote. Let’s recognize that our nation’s strength lies in the fact that we can come together, even in disagreement, to shape our shared future. Let’s celebrate that we have the freedom to choose, and let’s use that freedom wisely.

Voting is our civic duty. It’s our chance to make our voices heard, to shape the future, and to engage in a peaceful revolution. So when the time comes, don’t stand by. Step up, cast your vote, and be part of the change. The world is watching us—let’s show them what true democracy looks like.

Some of my closest friends stand firmly on the opposite side of the political spectrum, and I love them dearly for it. Our differing views haven’t weakened our bond; they’ve strengthened it. We’ve had countless debates and spirited discussions, but through it all, we’ve maintained respect, understanding, and a deep appreciation for each other’s perspectives. It’s a reminder that our democracy thrives on diversity of thought, and that meaningful relationships can and should transcend politics. Disagreeing on policies or candidates doesn’t mean we can’t find common ground in our shared values and mutual respect.

There’s too much hate in the world right now. Instead of compassion, it feels like people’s default reaction is revenge or retribution. We’ve stopped seeing each other’s humanity, focusing more on differences than the things that connect us. It’s as if we’ve forgotten that behind every belief, every opinion, there’s a person—a fellow human being with hopes, dreams, and struggles, just like us. We need to take a step back, breathe, and remember that empathy and understanding are what truly make us strong. It’s time to bring back the compassion that seems to be slipping away.

My Political Statement for the Season:

My contribution to this election cycle is to remind you to vote—no matter who you choose. I don’t care if it’s for one candidate, the other, or someone else entirely. If you’re stuck and can’t decide, hey, write in your mom. And if you don’t think she’d be up for the job, feel free to write in my dad—he’s pretty great, and I’m sure he’d be up for the challenge. I think he’s bored in retirement. Just make sure you get out there and vote because that’s what truly matters.

Check out our new bipartisan T-shirts, perfect for those who believe in the power of voting without the drama. These tees are about as political as I’ll get online—designed to celebrate democracy and encourage everyone to make their voice heard, no matter who they support. Grab yours today and show the world that the revolution starts at the polls.