The Sin of WRATH

Danny Gregory

For the first half of my career in advertising, I would often have irrational feelings of anger during a creative briefing. I would resent being given the assignment. Then I would be pissed off that I had to sit in a conference room with loads of other creative people while the strategists took us through the brief.

I simmered with impatience. I would ask critical, acerbic questions. I would strain against the deadline.

The monkey would tell me that the people briefing us were idiots, that their insights were lame or wrong, that I already knew more than they did about the subject, that it was wrong that we creatives had to compete for the assignment, the playing field wasn’t level, that the whole project was a waste of my time, blah blah and blah.

It was pretty crazy — and incomprehensible.

With time, I became sufficiently self-aware to identify…

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