Tuesday, July 6, 2010

Don't include everything - A word of advice.

I'm not a creative director. I can't draw and, while I can write, I can't write ads. But as I've evolved in the agency business I've been asked more and more often to review portfolios and give my opinion.

I'm going to give the same advice as any good creative director will. It falls under the heading "Just because you can doesn't mean you should." That's good advice for most things in life.

Just because you came up with an ad. Just because you designed a web site. Just because you developed a company's branding. Doesn't mean you need to include it in your portfolio.

If it's not awesome. Leave it out.

I'd rather see four great examples of what you're capable of than four good pieces and ten weak ones. Everything you produce in your career won't be great. We've all got a few stinkers under our belt. But your portfolio is your most important selling tool. Use it to sell yourself, not to give a total and complete honest review of your career to date. Only include the great.

And, if you don't have any great, find a way to get it in there. And if you think it might be great, but you aren't sure, then it probably isn't.