The most valuable creative thing I have done in my entire life took 30 seconds and was given away for free. I have sometimes, it is only fair to admit, spent weeks doing things that are almost entirely worthless.

And yet we continue to sell hours — even though the value we add is completely uncorrelated with the length of time we spend.

For instance, why do we also spend all our time on brand problems — when there is huge scope for creative ideas at the category or even societal level? Perhaps it's simply, as Willie Sutton put it, "Because that's where the money is."

This perverse means of remuneration is fundamentally distorting, shrinking and marginalising the creative industries, and diminishing their influence. As a thought experiment, at least, it is worth considering what an agency would look like if it were designed to add value rather than to make money.