WTFDYDWYDKWTD at work
I’ve asked tons of creatives about imposter syndrome and how they deal with it. So far, they’ve all told me it doesn’t really go away because there’s always a project that makes them question, “Can I really do this?”. And they all, also, gave me the same advice:
Remember, none of us really know what we’re doing, no matter how senior we get.
That’s great advice in retrospect, but when you’re in the middle of a new brief with a new client and panic starts to set in… the first thought might not be “none of us really know what we’re doing.” It’s probably “wtf do I do?!”
So, wtf do you do when you don’t [think you] know what to do? There’s no one-size-fits-all answer, but here’s what I do:
Record & Revisit
99.999% of the time, I’m multi-tasking and can’t fully pay attention to the initial K.O. Recording the brief has been my ram in the bush. When you can’t take quick notes but don’t want to miss the convo, THIS HELPS. You’ll be able to revisit the in-real-time conversation later and get all the bits that aren’t in the brief doc or the post-meeting minutes.
PAP: Panic and Pray
I’m a crashout queen because emotional regulation when I’m stressed is not easy — yay, anxiety and hyperfixation! If I had a dollar for the number of times I’ve had to stop what I’m doing, lay prostrate, and cry while saying “Lord, I need your help,” ... I’d honestly have enough money to buy the Switch 2 in cash and several new Nintendo games. Ijs, sometimes nothing helps more than a little teary-eyed panic prayer.
Phone A Friend
So many sparks have sparked from conversations with my mom about life and groceries. It’s like phoning a friend on Who Wants To Be A Millionaire. Stakes are high, the pressure’s on, and someone outside the box can always help you get out of it. Of course, legally, I have to tell you to be mindful, cutesy, and demure — remember your NDAs.
No Dumb Questions
In a meeting with people who seem like they know exactly what to do, think, and say, asking questions takes courage. It also takes curiosity. You’d be surprised to know that there’s really no right answer. Probably even more surprised to know that someone else might be thinking what you’re thinking. Ask the question. Someone will answer.
Go Touch Grass
Okay, hear me out. Creativity is a 99% brain-game and your brain is a creative engine. When you start up a car, you don’t just pull off as soon as you start the engine do you? I really hope not because that can cause under the hood probs. Anyway, the point is, you’re not a machine — duh. Take those 5 minutes to finally go to the bathroom or get your water. Take even longer if you have to... but don’t take too long, the work still needs to get done.
Ain’t Nothin New Under the Sun
Every song uses the same 7 notes. Every work of art and design is made of lines, shapes, and colour. In the English language, every word is made of some combination of the same 23 lettres. No matter what, every brief always come with a problem, an insight, a strategy, and an ask.
What makes it all different is how we approach/arrange it. Look, read, simplify, start. Where you start depends on you and your process — everyone is different. My first step is always Google searching, Pinterest boarding, AI prompting, or simply letting the brief marinate for a day or a few hours.Bring What You Have
3 ideas to your partner’s 7? That’s okay. Only 2 brain cells to build on the ideas? That’s okay too. You already answered the brief? Fantastic. My Art Professor from Texas Tech, Terry Morrow, always told me ‘done is better than perfect.’ Best creative advice I’ve ever received. Besides, sometimes what you think might not be valuable just might be a diamond in the rough. True story.
Trash Can Be Treasure
One client’s trash — or “too expensive” or “I don’t knooow” — is another client’s treasure. If an oldy but goody might work for something else, reduce, reuse, recycle. There’s always a chance the right client and the right brief will help those great ideas see the light of day. Another true story.
