WTFDYDWYDKWTD at work
Since starting in the ad industry, I’ve made it a point to ask as many creatives as I can one single question:
How do you deal with imposter syndrome?
And without a doubt, they all tell me practically the same thing. It doesn’t really go away because there’s always a project that makes them question, “Can I really do this?” and “Do I even know what I’m doing?” Then they all give me the same spiel:
None of us really know what we’re doing, no matter how senior we get.
That’s great to know 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 isn’t “ahh, none of us really know what we’re doing.” It’s probably “wtf do I do?!”
And wtf do you do when you don’t [think you] know what to do? Idunno, but here’s what I do:
Record & Revisit
99.999% of the time, I’m multitasking during meetings. Shhh, don’t tell the clients.
Anyway, multitasking = can’t fully pay attention during KO. So, I tap the handy and dandy record button on menu widget and record the call. This has been my ram in the bush every single time.
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 chit chat when your hands, ears, brain, and eyes are freed up. Bonus, you get all the bits that aren’t in the brief doc or the post-meeting minutes. yay
PAP: Panic and Pray
I’m a crashout queen when I’m super stressed. Emotional regulationis not easy — yay, anxiety and undiagnosed ADHD!
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. That’s not even a joke, it’s true.
Think of it 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’m obligated to tell you to be mindful, cutesy, and demure — remember your NDAs.
No Dumb Questions
Ever been in a meeting with people who seem like they know exactly what to do, think, and say? Yeah, me too.
And being new to this industry means I have questions. Asking questions takes courage. It also takes curiosity. I’ve learned there’s really no dumb question when it comes to this line of work.
Besides, you’d be surprised to know you’re not alone. Someone in that call is likely thinking wthelly and are just as confused and curious as you. Ask the question. You’re not dumb for not knowing everything. Someone else will.
Go Touch Grass
Okay, hear me out. Creativity is a 99% brain-game, and your brain is like a creative engine.
When you start up a car, do you immediately drive off soon as you ignite the engine? I really hope not — that can cause some serious engine and transmission problems longterm… Beside the point — the point is you’re not a machine. Duuuuuh.
Take those 5 minutes to finally go to the bathroom and get your water. Take that vacation you know you really need because your body is about to break down. Take the break! DO IT. 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 different is how we arrange it. When you get a brief always look, read, simplify. Then start, and how you do that depends on you. Everyone is different. My process in any random order: Google researching, Pinterest boarding, AI prompting, or marinating on the brief 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, you’re a super hero.
My Art Professor from my days at Texas Tech, Terry Morrow — may he rest in peace — always told me ‘done is better than perfect.’ He knew I had a knack for creative artsy things long before I ever did, bless that man’s soul. Of all the advice, that’s been the best advice I’ve ever received.
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, budget, and brief will help those great ideas see the light of day. True story.
