Whenever I got nervous that my ideas are not creative enough, my colleagues would promptly bring me back to the real world. “Natalia, nobody reads copy!” - they would say.

It all started with a campaign we have been working on for the last few weeks. It was a classic case of an idea turning into a full-scale project.

We’ve all been there. You delegate some stuff and soon enough, you wish you hadn’t. It’s so easy to say: “it will be faster if I just do it myself”. Until I’ve realized that this approach hurts everyone involved - me, the person I delegate stuff to, and others working with us.

Sometimes it’s just not possible to get on the same page with a client. No matter what you do, they see your work as off-brief, is unhappy with it, and criticises it in multiple ways.

Typically, it goes like this: you get a task to complete, and if you’re lucky, a brief and/or some source information. You buckle down, figure it out, and create something out of carefully selected words. You proofread it once, twice, fifteen times, edit it again, triple check, and when you’re finally ready, you show your work.