I can tell when you’re slacking. Can you?

Having seen a lot of student books I can usually tell when someone just gave up.

The copy is flat and lifeless. The layout isn’t crisp or inviting. The idea is devoid of insight.

I worked with a guy who gave up easily. He’d do one or two layouts. Once he did a campaign and failed to realize he was using different fonts for each ad. He didn’t polish an idea. He put it together as quickly as possible so he could be home at a decent time.

I’m not saying you need to give up time with friends. Or that you have to work until 9pm every night two weeks straight. Or that you have to craft something down to the very finest detail.

But sometimes you do.

And most of the time it makes all the difference in the world.