Having great ideas and lots to say doesn't necessarily make you a great writer. Sometimes a copywriter is just what is needed to help structure the thoughts and 'craft' the words. And just as a brochure needs to be 'on brand', an article needs to reflect the personality of its originator – the ghost writer is merely a facilitator.

Zeitgeist: thought piece by Rod Petrie, formerly Creative Director at Design Bridge and now life coach at