Why Creativity Should—and Is—Subjective

Content creation is one of those worlds where everyone thinks they’re an expert. And they kinda are. In their own way. But the truth is, creativity is subjective. There’s no single “right” way to tell a story, design a shot, or build a campaign. And I’d never be so arrogant to assume my opinion is more valuable than someone else’s.

When I’m hired to do a job, I’ll always back up my ideas with logic, experience, and intent—but it’s still a team effort. You’ve got to support the people who were trusted to make the initial creative calls. That’s what collaboration really means.

Too many cooks in the kitchen can kill a great idea before it ever sees daylight. When I ran my studio, I made sure everyone had a voice. Everyone had a chance to speak their mind, share feedback, and be heard. But when it came time to make a final decision, that call belonged to the person leading the campaign—and we all backed that person up, one hundred percent.

Creativity thrives on freedom and respect, not ego or endless debates. That’s why I avoid starting sentences with “I feel,” “I think,” or “I want.” It’s not about me—it’s about the team, the project, and the message we’re trying to deliver together. At the end of the day, if you keep the focus on the team, the project always wins.

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