In the Judge's role,creatives evaluate the value of the big ideas and decide whether to implement,modify,or discard them.

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Roger von Oech published a four-step creative model that many Fortune 100 companies use today. 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 creative in the role of the Judge evaluates the value of the big ideas and decides whether to implement, modify, or discard them.

In the Judge's Role,creatives Evaluate the Value of the Big