Master Class: How to make a great commercial (part one) (Fast Company)

Think of marketing as a brand-problem-solving strategy—how to announce a new product, service, company, etc. Deciding which strategy to take should involve one decision maker, and someone who has knack for picking strategies that have the best potential. Planning is best done with a thorough understanding of the product—to the point of total immersion. From there, write down ideas and bounce them off of a partner. At this stage, expect one in 10 ideas to be good. In the end, the most talented people come up with the best work, which is not exclusive to the marketing industry. But most people are just trying to hold onto their job and they base their decisions on that.