Over the last several years many agencies have made much ado about their proprietary creative process. They outline a few steps and trademark some made-up word like Brandiosity™ in hopes that it’ll inspire confidence that their process will yield predictably brilliant results. These firms would have us all believe they’ve developed some business-centric algebraic expression for unlocking brand potential. Gibberish. Here’s what a process is: It’s getting from nothing to something. That’s all.

After all, every process begins at the beginning, reaches the middle and finishes at the end. It’s the end, the solution, which makes the all the difference, not necessarily the means by which one gets there. The process alone doesn’t ensure the right solution. So, what’s our process? We begin with questions; we finish with solutions. How is our process different? It isn’t. The solution is. Always.