Rule #6

Reverse engineering a project never produces a good result.

As my mentor used to say, “A strong marketing strategy can survive weak creative, but great creative can’t save a bad strategy.”

This rule builds on that idea from a production perspective. Whether you’re a graphic designer, copywriter, or video editor, having all the necessary resources before starting a project is crucial. The later new information emerges, the harder it becomes to produce a polished, intentional marketing piece.

These last-minute changes are what derail budgets and create market confusion. So, gather all strategies, assets, and details upfront. Make sure you fully understand the strategy, message, and concept—because if you don’t, you may end up spending more for a less effective result.