Creative Reaction

The key to making a great cup of coffee is using enough (freshly ground) coffee.

2 Tablespoons per 6 oz. of (filtered) water.

Yes, that sounds like a lot. Yes, it’s more “expensive”. No, it’s not a Starbucks conspiracy - it’s scientific.

Ground coffee contains a finite amount of good flavor. Putting hot water through it extracts this flavor. Putting too much water through too little coffee pulls out bad flavors and results in bitterness.

So it is with creatives.

People have finite amounts of time, energy and creativity. If you try to extract too much of any of these, the quality of the work suffers.

Good creative drives your business. Your reputation depends upon it. It is often the *primary source* of income.

Your business has invested thousands, tens of thousands, or possibly millions of dollars in infrastructure, staffing and training - all so that the creatives can make their magic.

Over-extract at your own peril.