Specificity and familiarity matter. Detail can make the difference between something that feels like it comes from experience (and meaningful) versus something general and passive. I want to be educated enough on a subject to feel like I have something real or new to say. Customers have requested designs for a wide range of subjects, but even if I like the topic, there are a lot of clever people out there and most of the low-hanging fruit has been picked. Chances are decent that even if a joke feels new to me, it’s played out to the audience most likely to buy it. Knowledge and personal
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