Once upon a time, there was a wondrous kingdom called Advertising. Advertising was ruled by 
a generous and fun-loving group known as the Creatives. In this golden age of Advertising, much thought and energy was given to the product that supported the kingdom, the Idea. For nothing was more important to the Creatives as taking a high-quality, well-developed Idea and spreading it around for the whole world to enjoy.
The people who sold the Idea to others were known as the A’s. They were a group who were very happy to sell the Idea as long as they knew what it meant and believed in it. With the time and thought the Creatives put into the Idea, it was easy to believe in.
Many people tried to make tools for The Creatives to use to make it easier for them to bring more Ideas to the world. One day a great wizard created just such a tool. The great Computer. The first computers only helped with very simple tasks. Soon, however, many other wizards were improving on the tool until one day, quite quickly, the Creatives found themselves relying on the Computer too much. Speed replaced quality. Computers became accessible to everyone. Great Ideas turned to good ideas. Good ideas turned to mediocre ideas.
This upset the A’s. They no longer believed in the ideas and didn’t have the confidence to sell them. Because the ideas were now mediocre, any one could produce them. Soon, the Creatives were overthrown by another government, the Clients. The A’s started working for them and the once great Creatives were treated as serfs.
The memory of the old Creatives remains to this day. Now everyone with a computer considers themselves creative. But ultimately, do these “new” creatives create value?
