The "We've Seen This Before" Critique

i was watching hgtv’s design star show recently and perked up when the judging panel took on a bored tone in offering a “we’ve seen this before” critique. “repetition is a dirty word” said another judge. contestant says she’s “not a one trick pony” in her work. i couldn’t help but think of the parallels in marketing. if you’re the type of client who shops creative and expects to buy a style that matches your tastes, then maybe it’s time to reconsider. this could negatively impact the level of quality you receive. your audience is king! you should instead shop for a sharp, flexible and talented individual who’s conversant in a number of styles — the kind of person who can think outside of the box and deliver what’s appropriate for each new challenge. a creatives with a favorite style or palette to which s/he always returns are often reluctant to veer from what is now comfortable and has worked in the past. if you choose to work with someone like this, then be sure your audience is exactly like the ones s/he has previously served. miscommunication or a lack of inspiration will otherwise be imminent.