Its the soft version of the harder “killer”. The hard side of communication writes “killer copy” resulting in “killer content” which creates “killer sales”. While the soft side has “creative people” to create “creative solutions” using “creative techniques”.

Shouldn’t we try to find some other way of defining what we do. It’s seems so over exploited and in lack of any real substance.

If everyone calls themselves “creative”, then none are. Or in other words: It isn’t very creative, you know; being creative.