The word has come a long way in 50 years, since used as a term of abuse in wartime Europe. It used to be indicative of groups of people working together who shouldn’t, based on ideology or predicament.

And that’s just the meaning of the word that is most valuable to us as an agency.

Collaboration is not about playing nicely with others, getting along.

Its about what Jeff Hirschberg called ‘creative abrasion’. His book ‘The Creative Priority’ is a master class on how to set up and direct a creative business.

People don’t have to really get along to drive creativity. Uncomplimentary perspectives stimulate debate and new thinking. Consensus can be dull and replicating.

Hiring beyond your own image ensures you refresh the gene pool. Not everyone should look, act and feel like you. Hire diversely.

Work with people who don’t see the world the way you do, because they will bring something new. Creativity.

And if that rubs you up the wrong way as an idea. Good. Let’s collaborate.