a) Spend ahead of your market shareWe should avoid the temptation to rush into developing work until we know what the budget levels are. If businesses are not investing ahead of market share then the chances of growth are significantly diminished, putting an unfair burden on creativity to make up the shortfall.Equally, we should avoid signing up to Performance By Results contracts without knowing what the investment behind our work will be. As Peter Field has reminded us, brand targets cannot be divorced from the communications budget: “A target that is realistic with one budget level can become unrealistic when this is lowered.”b) Treat creativity as essential, not a nice-to-haveCreativity isn’t an indulgence. Aside from optimal investment levels, it’s the biggest lever of growth available to a business. c) Seek fameContent that gets talked about, shared, played with is demonstrably more powerful than content that simply gets viewed. Though people still need to know about it for those effects to take place.