Client: I need an ad created for a magazine spread we’re doing.
Me: Okay, what size ad do you need?
Client: Full page.
Me: I meant dimensions.
Client: Um, just make it full page and they can crop it if they need to.
Me: We’ll come back to that. What do want the ad to say?
Client: No idea.
Me: Do you have any direction for me?
Client: Make it kickass.