Understanding The Thought Process It’s this latter point, understanding the creative process, that we believe is worthwhile, even for the most non-creative among us and especially in the client ranks. Great branding requires not only great creative, but great clients to inspire, champion and approve it. But many don’t fully appreciate how the secret creative sauce is made. If they did, it might make them even better clients — the kind that appreciates what it takes to arrive at a strategic, magically creative and memorable concept — and the kind of client that can actually be a help, and not be a hindrance, to achieving “The Big Idea.”