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12 years of working within ‘Content’ – what Matt’s learned

Next up as part of our “sharing the wisdom” series: Matt Pink, Creative Director at Zone.

Matt Pink

Matt has worked in content creating environments of all shapes and sizes including digital service and experience departments, brand editorial, journalism, video, and advertising.

Now, Matt, in an attempt to capture some of the wisdom you’ve gained as a professional so far, what are “5 stand-out things” you’ve learned, while working within ‘Content’.

Matt Pink

  1. Unless you’re Pixar or Aardman or something, small teams produce better creative work than big departments. I can get better work from, say, a team of 3 or 4 with rounded skills than I can from a broader department of specialists. Far more often than not, the pace is better, the dynamics are better, the chemistry is better.
  2. Creative work takes on a life of its own when it’s out in the world. It’s not yours any more. (Don’t let your bottom lip wobble like that). It gets interpreted, re-contextualised, mashed up and cut adrift. Plan all you want for how you would like it to be, but it almost certainly won’t pan out as you thought. But that’s OK.
  3. Done is better than perfect. Creatives and content people agonise over the fine details before they release their babies into the wild. But course correction is a valuable skill in itself, arguably even more valuable in this digital world. Keep moving, keep creating, keep going. Don’t get paralysed by a flawed pitch for perfection.
  4. You should see live performance and theatre as part of your job. Magic can happen in those times. Letting your ideas breathe by exploring them in conversation, riffing in pitches, giving pretend Ted talks in the mirror, whatever works. Giving them air can give you the momentum or angle you need to make your idea truly memorable and often, quite frankly, understand it properly yourself.
  5. The ability to spot a brilliant idea is at least as valuable as the ability to generate great ideas yourself. You have to be constantly hyper alert to the world around you. You’re both a sponge and a spike. Keep a dream-catcher handy and your eyes, ears and tongue peeled.

Thank You Matt.