The client’s goal is almost always the same:

-How to show my product/service is the most advanced?

-How to show my product/service is the best quality?

-How to show my product/service has the best ROI?

-Etc.

That’s why their question needs to be so sharp. Advertising shows the answer to the same question, but the answer is different for each client. However it is possible to have a marvelous question but there isn’t a creative answer for it – it is possible that the question is so sharp that you’ll have a small answer.

Eric Holden, Executive Creative Director for TBWA