The 15 elements of a high-performance creative team

George Howes' 15 elements of a high-performance creative team come down to a tight feedback loop between media buyers and creatives, a culture that tests instead of debating, metrics owned by the whole team, a shared and regularly updated messaging matrix, a shared understanding of what drove past wins, the ability to iterate winners by going deeper rather than sideways into replicas, following the eye of the cultural storm, clean repeatable processes, acting on competitor formats, and a culture that keeps taking bets with outsized returns.