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When copy loves itself too much →

One time, I nearly lost my mind while brainstorming copy for a holiday print ad. I was writing for Havenly, an interior design company, and we were advertising in a popular home decorating magazine. “Keep it simple,” I told myself, “this has been done hundreds of times before.”

What might have been a quick and concise project turned into hours of trying to persuade my colleagues, torturing myself with ideation exercises, and ultimately degrading what could have been an enjoyable experience. By Jason Fox.

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