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Susan Creedle's story is not just inspiration — it's a blueprint. In this final lesson and capstone exercise, you'll synthesize everything you've learned to define your own creative philosophy, identify your version of the 'big idea,' and map the next step in your creative journey.
You've spent this masterclass inside the mind of one of advertising's most remarkable creative leaders. You've traced Susan Creedle's path from a receptionist filling in for bathroom breaks at BBDO to Global Chief Creative Officer of FCB. You've seen how she built landmark campaigns, led with conviction, and filtered every creative decision through a single, deceptively simple question: Is it interesting?
Now it's your turn.
This capstone exercise isn't about summarizing what you've learned. It's about translating Susan's blueprint into something that belongs entirely to you — your creative philosophy, your instincts, your next move.
Before you begin, find 30–45 minutes of uninterrupted time. Grab a notebook or open a blank document. This exercise works best when you write without editing yourself — get the thoughts out first, refine later.
You'll be working through three parts, each building on the last.
Susan didn't stumble into her creative beliefs — she built them over decades of observation, mentorship, and making work. Her philosophy isn't a tagline. It's a set of convictions that guided every decision she made, from the M&M's characters to how she led teams.
Answer these three questions in writing:
What do you believe creativity is for? Not in the abstract — in your specific work. Is it to challenge assumptions? Build emotional connection? Solve business problems in unexpected ways? Write your honest answer.
What is the one creative standard you refuse to compromise on? Susan's was interesting. Every idea had to pass that test. What's yours? (If you don't have one yet, this exercise will help you find it.)
What kind of work do you want to be known for in five years? Not your job title — the work itself. Describe it in two or three sentences.
Susan's career looks like a straight line in retrospect, but it was built on a consistent creative instinct — not a series of unrelated jobs. Even her time as a receptionist became a masterclass in self-directed learning. She turned BBDO into her university.
Look back at your own career (or creative life, if you're earlier in your journey) and answer:
What's the through-line? What creative instinct or interest has shown up again and again, even in jobs or projects that seemed unrelated?
Who has been your Phil Dusenberry? Identify one person — a mentor, a colleague, a manager — who raised your creative standard just by being around them. What specifically did you absorb from them?
What's your "receptionist moment"? Identify a time you were underestimated, overlooked, or started at the bottom of something. What did you do with that position? What could you still do with it?
Susan's mother gave her advice that became a career strategy: surround yourself with the best people and you have a better chance of being good. It's not a platitude — it's a deliberate, actionable choice.
Write down:
One person or environment that would raise your creative game — a team, a company, a community, a collaborator. Be specific. Name them if you can.
One idea you've been sitting on that you haven't pitched, published, or pursued. Run it through Susan's filter: Is it interesting? If yes, write down the single next action that would move it forward.
One belief about your own career ceiling that Susan's story challenges. Write it down — and then write one sentence that dismantles it.
By the end of this exercise, you'll have a working draft of your creative philosophy — not a polished manifesto, but a real, honest articulation of what you believe and how you want to work.
You'll also have a clearer picture of the thread that connects your creative instincts across your career, at least one concrete next step, and — if Susan's story has done its job — a slightly higher ceiling than the one you walked in with.
Keep this document. Return to it in six months. The best creative careers aren't built in a single leap. They're built the way Susan built hers — one interesting decision at a time.
Your Creative Origin Story. Susan's story began with neighborhood theater productions, library record players, and a chance encounter with an ad agency. What's yours? Write 3-5 sentences describing the moment, person, or experience that first made you feel the pull of creativity — in any form.
Your Creative Philosophy Statement. Susan's can be distilled to: 'Creativity is an economic multiplier. The best ideas don't look like ads. Advertising on its best day pushes culture forward.' Write your own 2-3 sentence creative philosophy — the beliefs that guide how you approach your work. Be specific. Be honest. Be you.
The Work You Want to Be Known For. Susan spent 24 years at BBDO because it kept changing and growing with her. She wanted to work on big brands where the work had real impact. What kind of work do you want to be known for? Describe it in 3-5 sentences — the category, the scale, the feeling it should leave in people.
Your Version of 'Pushing Culture Forward.' Susan believes advertising at its best looks at where the world needs to go and pushes it there. What cultural assumption, stereotype, or gap do you want your work to challenge? Write 2-3 sentences describing the change you want your creative work to contribute to — however small or large.
One Concrete Next Step. Susan turned a receptionist role into a creative education by calling every department head for an informational interview. What is the one concrete thing you will do in the next 30 days to move your creative career forward? Be specific: a person to reach out to, a piece of work to create, a skill to develop, a room to get into.
The most important document in advertising. Give it a few inputs and watch the Big Idea framework take shape — right here, no account needed.
You'll write a personal creative philosophy statement, identify the type of work you want to be known for, and define one concrete next step in your creative career — all inspired by Susan's story and framework.
No. This is a personal reflection exercise. There are no right or wrong answers — only honest ones.
Mark this lesson complete to track your progress
Everything you just practiced — the briefs, the ideas — runs for real inside Ad Legends, on your own brand, with the same legendary thinking built in. Open a free account and put it to work.
You just finished Susan Creedle: From Secretary to Global CCO — A Masterclass in Creative Courage.