The Law Of Reverse Inanity

Now this is fun!

The law of reverse inanity.

Take something your client/planner/brief says and sense check it by instead applying the antonym. Does it still stand up?

We want something original.

No ideas that someone has already done.

We want something relevant.

No irrelevant ideas.

We want something compelling

No really boring ideas.

We want to talk confidently.

You mean I've perfected that nervous tone of voice for nothing.

We want to be inspirational.

Nothing that provokes no reactions.

We want simplicity

No complicated ideas? Okay then.

Feel free to add your own...