There’s a growing misconception about what makes design meaningful. Intelligent creative isn’t just about eye-catching effects—it’s about concept. Use whatever tools you like but never let them replace the idea itself.
Here are 5 things intelligent creative does.
1: Intelligent creative points to concept
Among the many influential ideas and concepts, I learned in grad school, I always come back to The Triangle. The concept of The Triangle is simple. We were taught that it consists of three distinct sides: Concept, Execution, and Subject Matter.
In this model, Concept is positioned as the pinnacle of any artistic endeavor—the central figurehead in this triadic relationship. However, like any strong system, the whole is greater than the sum of its parts: Execution is influenced by Subject Matter, which is governed by Concept, which in turn is expressed through Execution—and so on.
Most creatives focus far too much on either Execution or Subject Matter without fostering harmony between the two so that they both serve the all-important Concept. When creative work prioritizes tools or technical skill over concept, it becomes effect-driven and ultimately weak.
So what? Why does this matter in business? Because we live in a world where people are bombarded with content—11+ hours of media per day. To break through, work must mean something. As Picasso said, “Painting is not made to decorate apartments. It’s an offensive and defensive weapon against the enemy.”
Creativity isn’t just about looking good—it’s about leveraging every mechanism to uphold a worthwhile concept.
2: Intelligent creative is data-conscious, not data-reliant
“The trouble with market research is that people don’t think what they feel, they don’t say what they think, and they don’t do what they say.” —David Ogilvy
Data is valuable—until it becomes a leash. I’ve seen too many creatives marching to the beat of a canned drummer, repeating the past rather than forging the future.
Yes, there is nothing new under the sun, but the difference lies in perspective. If you only create what’s been tested, you’ll never make something worth remembering. Your value lies in your point of view—don’t dilute it. After all, that’s what people are paying for. Don’t cheat them.
3: Intelligent creative values clarity
Everyone has a story (yes, everyone.)Poorly executed creative is like taking that amazing story, writing it in bad handwriting, and placing it on the wrong bookshelf—the story is incredible, but no one will ever read it.
If you’re reading this, you may have thought: Our work is as good as any other creative team’s. Why aren’t we operating at their level?
First, we could all use a healthy dose of stop comparing ourselves to others medicine. But more importantly, if you truly want to stand out, stop insisting that your technique, process, or tools are what set you apart. Those things matter, but at this stage in your career, they’re assumed.
The best creatives bring clarity to their clients. They help articulate who they are, why they matter, and how to connect meaningfully with their audience.
4: Intelligent creative is a dialogue
No matter what you call yourself—artist, designer, poet, dancer—you are ultimately communicating something. Some creatives convey ideas about business, brands, or organizations. Others express transcendent matters of the soul. But all creative work is communication.
Creativity is not a monologue. Work that simply presents an idea into the void is not as powerful as work that invites response and engagement.
A painting in a gallery first meets the eye, then the mind, then the heart. It invites response, reflection, and reinterpretation. The best creative work does the same—it doesn’t just say something, it asks something. It opens space for engagement and shared meaning. It is a dialogue.
5: Intelligent creative matters
What we make is part of a lineage stretching back to the first marks on a cave wall. Our work contributes to the ongoing story of human creativity.
No matter the tools or methodologies, we must remember that the creative process is not just a means to an end—it is the value.
As we navigate challenging times, we must recognize that while outcomes may be uncertain, the rhythm with which we act is within our control. If clients believe work can be done cheaper and more efficiently without you, it raises a fundamental question: Do they truly value creativity, or just the output?
To truly love creativity is to love the process. If this weren’t true, a giclée print of Starry Night would be worth as much as the painting itself. If we don’t educate our clients, partners, and the world about the importance of the creative process, who will?
Food for thought:
In an era where automation and AI threaten to replace human creativity, I promise you that the world doesn’t need more noise. It needs intelligent creativity brought about by intelligent creatives.
