For Better Creative, All You Need Is Hate

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The craft of creative director is arcane and full of mystery — a strange alchemy of cigarettes, black wardrobe, an extensive collection of Tom Waits records (vinyl only!) and sarcasm. To the uninitiated, we skulk down hallways exuding that certain je ne sais quoi that says, “Stand back, rock star at work.”
 
Which is why I’m risking my membership in this secret society by spilling the beans on all it takes to be an effective creative director.

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