From time to time I’ve been invited to speak at advertising courses and conferences. Amazing how this kind of environment makes you think about what you do in ways you hadn’t thought of before. Principally, I see myself as a surrogate consumer weighing up the value of your offering. When I write I actively imagine myself in the buyer’s skin. When I know what makes your product or service so appealing, then I’m confident I can convince others of the same. I adopt the same position when developing creative. As the consumer, how would I judge the creative idea? Would I notice it? Is it easy to understand? Is it consistent with other communications from the brand? This approach ensures a reality check. It’s very easy to convince ourselves of a widget’s worth when really it’s the consumer who needs to be convinced. Looking at your offering through their eyes is the best way to get the results you want.