I came across these Commandments on the Mediafront site. They are written by Nina Nedreaas. She wrote them in Norwegian, so I thought I’d translate them for you.
1. You will have many different gods
Stay busy with many projects. If I’m working on a project for a dish washing liquid and one for goat’s cheese at the same time, sometimes I get an impulse that goat’s cheese is perfect for doing dishes. Maybe the thought works for both. Two clients in one.
2. You must use gods name in vain
Lose some respect for the brand, dare to challenge, tug at perceptions, think improbable solutions. Give a F!
3. You shall keep the sabbath holy
Take an hour break or a day off. Go to art exhibits, go riding, drink, take a break, meditate. Things often look different the next day.
4. Honor thy father and mother
They’re actually not as dumb as you think. Mom is the core of the facebook demographic for average users. If she doesn’t understand the concept, no one has.
5. You shall not kill ideas in the idea-phase
“NO” is a forbidden word early in the process and should send you straight to purgatory. If Gary’s team seems green, dancing rabbits on Carl is a great idea to launch that new brown cheese, it is your duty to grow new buds off this brilliant new idea.
6. Thou shalt commit adultery
Sometimes a divorce is the only solution. Kill your darlings. If marital therapy isn’t working after a long investment in time spent, you might be better off tossing that phenomenal idea. It might just not be suitable for this client.
7. Thou shalt steal – a little
Steal the path, look at other successful campaigns, but don’t rip them off. Be inspired, but remember to be inspiring yourself.
8. Thou shalt not speak false of your neighbor
Don’t build a concept on a lie about a brand. Use the brand’s advantages for good.
9. Thou shalt covet thy neighbor’s house
Use your colleagues, be generous with ideas, don’t keep them to yourself like a crazy possessive person. The fact that you uttered words that laid the foundation for an idea doean’t mean the others in the room own any less of that idea. Keep in mind that ideas are cheap, they grow on trees, and the trees belong to all. Be humble.
10. Thou shalt covet thy neighbor’s wife, their workers and others
Help your colleagues wherever you can. And be happy for others when they succeed. The fact that they’re successful means that there’s hope for all of us.