I’ve been watching The West Wing a lot lately. I watched it when it first aired, but aside from the occasional YouTube clip, this is my first full rewatch. And let me tell you, I'm appreciating it in a whole new way.

Back then, I enjoyed it, sure, but I didn’t fully grasp the brilliance of Aaron Sorkin’s writing like I do now. The dialogue, the pacing, the depth, it’s next-level. The way Sorkin crafts conversations that are both razor-sharp and deeply human is something I completely overlooked the first time around. Maybe I just wasn’t in the right headspace back then, or maybe I’ve evolved, who knows.

Let’s get real for a second, when it comes to knowing what’s best for their customers, many brands are flying blind. They think they know. They have assumptions, gut feelings, and internal discussions that reinforce their own biases. But the truth? Some of them don’t have the slightest clue who their customers actually are, what they really want, or how to effectively connect with them.

Creativity is being devalued, and it’s not just a problem—it’s a crisis. If we don’t wake up to what’s happening, we’re heading for a future where getting paid to be creative could disappear entirely. Let me explain.

Over the past few months, we’ve seen a troubling trend in industries like advertising and marketing. Agencies are laying off some of the best creatives out there, replacing them with AI-driven tools that are unproven, uninspired, and—let’s be honest—incapable of matching human insight and nuance. Yet these agencies are still charging clients top dollar, pretending the magic is still there. Spoiler alert: it’s not.