By Andrew Boulton

Expect to be wrong. So very wrong

There are professions where you can reasonably expect your authority to go unchallenged. Pilots, for example, are rarely expected to field flying advice from a passenger on his way to a legendary stag do, even if his T-shirt does happen to say ‘Wingman’.

In copywriting, there is no such luxury. For all your expertise and experience, your professional opinion is subject to challenge, disregard and even contempt.

Admittedly, we work in a business where considering other views will never leave 250 holidaymakers bobbing unhappily about in the middle of the ocean. In fact, it can Read full story ›

Source: The Drum