New research proves what legends have always known.

Creativity isn't a risk. It's the biggest controllable factor driving profit.

After brand size (which you can't change overnight), creative quality delivers a 12x profit multiplier. When you combine emotion, distinctive branding, entertainment, and consistency, that jumps to 21x.

AI can do incredible things. What it can’t do is actually create (it can only copy what it’s been taught). And it doesn’t care.