Archive for Scott Yanzy

Tight Deadlines = Better Work

Posted by Scott Yanzy on January 23rd, 2013 at 3:00 pm

The struggle between deadlines and creative started the day marketing and advertising was conceived. Unfortunately one side seems to always win. So it's how we handle these unavoidable pressures that differentiates the great from the weak. The truly great creatives have figured out a way to turn that tight deadline into a positive situation--they revel in it.
How? First let's talk about those dreamy, mythical deadlines that are weeks or even months away. Besides the natural tendency to procrastinate, the tendency to over analyze becomes the greater issue. The more time you have, the more you second guess what you're doing or the less willing you are to commit to a direction until you feel it is the ultimate solution. Or something could be great at first, but because you have all the time in the world you don't know when to say when. You keep building up and tearing down until you're left with something average or safe, not realizing that brilliance was staring you in the face days ago.
When you have a tight deadline, you're forced to immediately focus on the ask and quickly come up with an efficient game plan. Once the essence of the brief is understood,... Read more