something you build as you learn. by experience. i guess it´s not experience but criteria what makes cds, cds. criteria is built on experience, being cooler at thought than young exited idea horny creatives. and as a creative, i guess it´s not just being up to date, experimenting, observation and not being afraid go different and always trying to go with something else what makes you good at what you do. but what you do with that, and that´s criteria. i´m leaving out communication-strategy-consciousness here and also surely off-topic.

some comments i just have to post. this one from scamp.

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