We live in the most creatively accessible time in history. Almost anyone can create a video, design an image or even launch a brand from their iphone (other smart phones are available). Which to be frank - is genuinely amazing.

But there is a strange and spooky side effect. When everyone has access to the same tools, the same info, the same inspiration, everything starts to look a little... same same.

Algorithms are designed to reward what already works. A trend appears, everyone copies it, the algorithm rewards it, and suddenly the internet is filled with thousands of slightly different versions of the same idea. Great! We have successfully created 500 million videos that all use the same sound, look and feel.

This is where taste becomes more valuable, not less. When production becomes easier, opinion can become the differentiator. Knowing what to create, what to ignore and what actually matters is the real creative advantage.

The role of the Creative Director has never been just about making things look good. It is about understanding people, culture and context. As Tyler the Creator aptly put it 'it's all about nuance and perspective'. AI can generate options. Algorithms can predict patterns. But taste still requires a sense of curiosity, real life experience and a legitimate point of view.

In a world where everything is possible, knowing what is worth making might be the most important creative currency of all.