The Warrior,an imaginary role adopted by creatives,evaluates the results of experimentation and decides which approach is most practical.

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Von Oech describes four distinct, imaginary, roles (Explorer, Artist, Judge, and Warrior) that every art director and copywriter has to adopt at some point in the creative process. The Warrior overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.

The Warrior,an Imaginary Role Adopted by Creatives,evaluates the Results of Experimentation