Six Steps to a Successful Creative: Part IV

4. Creative is a collaboration with the audience.

How can you tell a story that chills your audience to the bone when you look out at the campfire and see no one there? Great storytellers begin by understanding the audience: their expectations, their experiences, their desires, their fears, what they have found funny in the past.  Creative for no audience brings us back to nonsense.

Everyone is not an audience.  Everyone means no one. Your audience, or audiences, must be specific. I’ll cover audience in a later post, but for now, if your Creative doesn’t know who your audience is, that’s a problem you must address.  

Do you know your audience?  
Can you describe them in concrete terms?  
Do you know what they like, what they want, what they need?