With communications, you need to be creative in everything you do – from the way we approach client challenges to media pitches to basic writing. It’s easy to fall into a pattern where you focus on the workload and the effort required to do the basics and you lose sight of the big picture and what it takes to make a difference. At Welz & Weisel Communications, we encourage our team to do things differently, to share ideas and to brainstorm activities that will help separate our clients from the pack of other IT vendors. That said, these different ideas can be dangerous. You need to make sure that your actions are credible and not viewed negatively. I really enjoy the technical details of our clients, and start from there when proposing an idea. I want to make sure that it supports the company’s technical differentiators and is credible to the buyer. At the end of the day, if the customer or prospect doesn’t care or doesn’t believe what we are saying, then the activity, regardless of how creative, is a failure.