By Minda Smiley

The Drum recently caught up with Rei Inamoto, founding partner at business invention studio Inamoto & Co, to discuss what he thinks it takes to be a great creative. Inamoto started the shop last year with Rem Reynolds after the two left AKQA.

To be a great creative, Inamoto said he follows three key mantras: “there’s a way, always”; “quality is a habit”; and “when in doubt, subtract.”

The first – “there’s a way, always” – is rooted in the idea that creatives should never compromise even when the going gets tough.

“If you think hard enough, if you are Read full story ›

Source: The Drum