Creative work is a service. And as it turns out, serving a specific audience – a specific group of people – is highly satisfying.

So if creative work is a service, what does the working creative serve?


Whether you’re a copywriter or videographer, or developer, your job is to clarify a message, a system, or a function. And clarity demands empathy, demands imagining what it might be like to watch this video or click through this app. To empathize with the person across the screen: that’s the number 1 priority of the working creative. And to do that, the working creative needs their most reliable tool. The very human desire for mutual understanding.

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