Did we learn nothing from the three little pigs?
90% of creative projects don't work. Why? Because they skimp on the foundations.
Says who? Dave Trott gives some eye-opening stats, 7mins 57 secs into THIS VIDEO.
I thought I'd illustrate the point with a 'pyramid and a tent' analogy.*
See if it works for you.
* At least this works better than the 'iceberg and jellyfish' analogy - which I won't share here...