"Remember, nobody wants to read it."

One of my first creative directors told me about a copywriter who kept that message framed above his desk as subtle reminder. I never knew the writer, but those six words instantly became my mantra. Over time it’s evolved with each new project I work on. Nobody wants to watch it. Nobody wants to hear it. Nobody wants to click on it. Nobody wants to try it. Unless you can inspire them. And that’s what’s I try to do every day.