Creative Development Process for Agency
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In a personal interview with agency staff, Jack Trout expressed
creative as "The dramatization of strategy.” The central strategic
question is not why one product or service is better than another,
but rather, how is the product or service different?

Our Appreciative Inquiry (an intense client/agency strategic input
session), combined with Need/Gap Customer Centric research and ARO
branding methodology, help us to pinpoint the competitive "hole" in the
market. The result of this process is a clear positioning strategy to
differentiate the product, service or company. The effective
dramatization of this positioning strategy requires a compelling
creative“ Idea”. Creative teams attack the strategic challenge with
passion and fervor. It is the power of the Idea, not the deliverable,
that gains attention and changes behavior. Intelligent aim and inspired
Idea are the nitro glycerin behind the proven improvement we
deliver to clients--what we call “The power of i.”