The words “spicy” and “creativity” share one thing in common: Their definitions vary from person to person.

To some, “spicy” means volcanic, sinus-clearing, face-flushing food that makes your whole body feel like it’s on fire. Others believe spicy food just provides a slight tingle on the tongue. Needless to say, these differing definitions often lead to dissatisfied customers, with the same “spicy” food seeming either too hot or too bland.

When it comes to defining creativity, agencies tend to think top-notch creativity wins marketing awards, resulting in fawning accolades and impressed colleagues; clients, however, view top-notch creativity as advertising that pads their bottom line with more purchases from the audience their ads were targeting in the first place. In fact, a 2014 study found that nearly two-thirds of clients and agencies don’t see eye to eye when it comes to defining the word.

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