You know who you are.

You’re the guy who walks around the office, taking note of creatives who don’t appear to be slaving away. As you stroll by, you offer up witty comments like ‘Hey, if you need something to do, I’m sure I can find something for ya.’

Yeah, you’re that guy.

The idea machine must not rest. Step one: receive brief. Step two: set up camp in front of computer and churn out strategically sound creative. Step three: present said creative. Lather. Rinse. Repeat.

News flash. That’s not how it works. How does it work, you say? To be truthful, I have no freakin’ idea. But here’s a rough example of how I spend a typical day.

First, I pore through briefs, struggling to find a key thought that I can actually try to wrap an idea around.

Then, I daydream. I check facebook. I read an article or two. I pick up a pad, scribble some notes. I take a walk. I think I have a brilliant insight and wish I had my pad with me. I get back upstairs and realize the idea is complete crap. I check facebook. I read an email or two. I pick up the pad, scribble some more notes. I talk to my partner about whatever game was on last night. We crack some stupid jokes. I pick up the pad again and try sketching some stuff. I’m no art director, but I think it all looks awesome. I take a walk. I come back and look at my now obviously horrible sketches. Depressed, I sit back in my chair, put my feet on the desk and stare out into space as I ponder just how I got to this place.

That’s when you walk in and say “Working hard?” Ha ha ha.

The following morning, I deliver about 10 concepts, all of which somehow manage to be both on strategy and interesting.

Just imagine what I could have done if I were actually working.

- TJ Bennett