Periodic Table of Habits
Complete all writing tasks at home to avoid office interruptions. Maintain separate physical spaces for creative work vs collaborative tasks.
Analyze 20 years of competitor advertisements before creating new campaigns. Maintain archives of successful/unsuccessful marketing attempts.
Generate 20+ headline options for every advertisement. Test headlines with colleagues and target audiences before selection.
Reserve 8 AM - 12 PM exclusively for writing and concept development. Protect this time from meetings or administrative tasks.
Dedicate 7-10 PM to reading industry reports, psychology texts, and consumer studies. Cross-reference findings with current projects.
Define campaign objectives in writing before creative work. Obtain signed agreement on strategy and success metrics.
Edit copy 4-5 times over multiple days. Sleep on drafts before final revisions. Read aloud to catch awkward phrasing.
Host working lunches with colleagues and clients. Discuss industry developments while building relationships.
Spend 30-60 minutes analyzing daily outcomes. Compare results against long-term goals before planning next steps.
Use moderate rum consumption to overcome creative blocks. Employ alcohol strategically to lower inhibitions during brainstorming.
Share drafts with colleagues before client presentation. Incorporate diverse perspectives while maintaining creative control.
Eliminate technical terms and corporate buzzwords. Use simple vocabulary familiar to target audiences.
Conduct split-run headline tests. Validate concepts through audience research before full rollout.
Handwrite all concepts before typing. Maintain paper records of brainstorm sessions.
Frame all copy as brand equity contributions. Ensure consistency across campaigns and touchpoints.
Spend 3+ weeks researching client industries. Master product details before creative work.
Include clear calls-to-action in all marketing. Design campaigns to drive measurable behaviors.
Refuse projects conflicting with personal values. Maintain strict moral standards in business dealings.
Incorporate wit into team interactions. Use comedy to stimulate creative thinking during meetings.
Revise rejected proposals 3+ times. Continue refining concepts despite initial client objections.
Study non-advertising subjects weekly. Apply insights from psychology, art, and science to campaigns.
