In a writing workshop I conducted recently for a corporate client’s graduate trainees, I used the apostrophe as an example of how some of the English language’s more arcane ‘rules’ can baffle second-language writers and learners. This provoked an interesting reaction from my bright, engaged audience.
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It’s a common misconception that creativity is something free and untrammelled that gushes abundantly from arty types and just needs to be tapped to deliver wonderful, innovative, fully-realised work. This belief can be a problem when working with agencies for your communications and design work – resulting in frustration, wasted time, and expense.