ORIGINALITY IS OVERRATED. ELABORATION IS THE THING

Summary from the TLDR Design newsletter

Research suggests that creative work delivers the strongest business results not through originality alone, but through elaboration—the careful refinement and execution that turn a good idea into a polished, effective campaign. As AI makes generating novel ideas easier, human value increasingly lies in the thousands of design decisions, craftsmanship, and attention to detail that set exceptional work apart from merely original work.