To get a job writing for your brand, Chat GPT would have to pass a copy test. So I’m giving it one.

It pays to blindside your audience.   Think the Cadbury Gorilla. Or that insane Budweiser ad with the frogs. Or when Spotify wrote ultra-targeted songs for some of the top CEOs in the world.   Since 95% of your buyers aren’t in market when you reach them, brand-level creative needs to be ‘memorable, not clickable’ (check out this article, for more.) And as AI-generated advertising floods the market, creative curve balls could give you an even bigger advantage.   You can’t follow straight lines and arrive in unexpected places. That’s something any creative will tell you: randomness is your friend.   The trouble with randomness? Dead ends are part of the deal.   But with KPIs like yours, big flops can’t be. So, how do you up your odds of creating breakthrough work? The answer might lie in the oldest – and newest – of tools.  

What does it take to write a work of genius? Whatever it is, Harper Lee had it. She penned the classic novel To Kill a Mockingbird. But when she first sent the manuscript to her publisher, it was no masterpiece. In fact, it wasn’t even called To Kill a Mockingbird. Her editor, Therese von Hohoff Torrey, said that although “[t]he spark of the true writer flashed in every line,” it was “more a series of anecdotes than a fully conceived novel.”1 Torrey steered, supported and debated with Lee, to fashion a work of genius. Why should you care?

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