“Those who don’t make mistakes don’t make anything at all.”

Not sure who wrote this quote originally. It’s been appropriated by lots of people – Lenin, Einstein, Denis Pagan and now me. I was reminded of the importance of screwing up at a recent reunion of a long dead iconic Aussie agency. We had a good laugh at how much we got wrong back then. But it struck me there’s a bunch of lessons hiding in those mistakes.

So here are my 8 favourite fuck-ups and what I learned from them – so you won’t have to repeat them. Why 8? Coz I tried to write 10 and it just felt forced (like another fuck-up). Besides, 8 is a much more interesting number.

1. Everyone works differently

No doubt you will have a ritual. A way to crack ideas and craft communication that works for you. In the 1990s, I was teamed with an art director whose routine was a little different. We had a sofa in our office and, for hours, he would sleep off last night’s shenanigans. For me, it was incredibly stressful. The worst example was, I remember he was snoring away happily for 30 minutes before a client presentation and the visuals weren’t done. I was pacing. What happened? He made it. Like he always did. And we sold the work. Like we always did. So, do what works.

2. Nothing’s as bad as a bad team

The copywriter-art director working relationship is unique. When it’s great it’s like a marriage. When it’s horrible it’s like… errrr… a marriage. I was once teamed with an art director and, it became very obvious very quickly that it wasn’t going to work. Suits now admit the atmosphere in our office was so icy they nicknamed it “the fridge”. Like any bad relationship, at some point you have to get out. It took me 2 years to negotiate a “work divorce”. Never again.

3. Trinkets don’t make talent

Going freelance teaches you how little you actually need to do this job. Previously, my office was wall-to-wall with reference books, award annuals, favourite novels, ads on the wall. Everything to set a productive mood. I thought I needed it. In reality, you need a laptop, reasonable WiFi and a brief. Get that sorted and you’re away. Forget that lucky gonk, magic 8-ball or signed baseball bat.

4. Retrenching is refreshing

I’ve previously written about getting bounced out of agencies. It’s happened to me three times. Truth is, I’ve been on both sides of the table and doing the retrenching is just as heart-wrenching. The mistake here is, everyone thinks the worst. Thinking you’ll never get another job. Thinking you’ve destroyed someone’s life. With very few exceptions, every exit (including my three) has resulted in a better gig and more fun.

5. Peacocking can get you roasted

Unless you only hang out with other adlanders, it’s very infrequent that you’ll have your work quoted back at you. Normal people don’t love ads the way we do. But it did happen to me once – at a Creative School lecture I’d given. This young lad at the back, quoted my work without realising it was mine. I was busy pluming my feathers when he got to his punchline; “… and I fucking hated it.” Feathers scorched. Take compliments, take criticism but don’t take either seriously.

6. Think before asking

This is deeply personal and I still shudder telling this story. After a few drinks at an industry awards night I asked a copywriter if she was pregnant – she wasn’t. Actually, that’s not true. I didn’t ask, I exclaimed, “You’re pregnant,” in pure delight. I was genuinely happy for her – for a split second. Then I realised the truth. She was instantly mortified, I still am. If you’re reading this, please forgive me. I’ve never done it again. Life lesson: if you don’t know, don’t guess.

7. Information is invaluable

Not technically my fuck-up but I could have prevented a very difficult turn of events. I remember taking a call from a headhunter pitching a really talented copywriter. “She’s not long returned from the UK. Terrific folio.” The problem? She was already working for me. In the office next door. Clearly, she’d been unhappy and talked to the headhunter rather than talk to me. I didn’t mention the call, but I did promote her. If I’d had my radar up, I’d have already known she was ready to leave.

8. Every word is not created equal

There was a time when I defended every word of copy. That a comma in the fine print was a battleground between me, the suit and the client. I was holding on way too tight. I was an idiot. To the point where the head of the agency appeared at my door one Wednesday afternoon and demanded I take a four-day weekend starting now. His words were, “Book a flight. I don’t care where. I don’t want to see you tomorrow.” Now I defend headlines and subheads and the fundamentals of good copy. But if a client wants to “thesaurus” a word and it doesn’t really matter, then that’s OK.

No doubt your Top 8 will look very different. But, as long as you embrace your mistakes, learn and move on, you’ll be fine. It’s our errors which make us human.

Rob Morrison is a rarity in advertising – a grey-haired creative. Rob’s experience includes time as a creative director at Ogilvy, BWM (now Dentsu Creative), George Patts (now VMLY&R), Campaign Palace and Wunderman. He now runs his own consultancy – morrison.collective.

Here are two more opinion pieces from Rob Morrison: