South Africa, July 6 -- The word 'feel' isn't a buzzword.

It's the antithesis of AI. It's GI, but without the guilt of gluten. Gut Intelligence.

And it's unlikely to make it into research matrices or marketing scorecards.

But trust your gut.

If a room full of people are convincing themselves that the idea will still be the same without that mildly contentious scene, or that adding just one more product shot won't kill the ad, you'll feel it if you're properly paying attention.

A blossoming of blasted doubt.

And it's the easiest thing in the world to ignore.

But that silence from you? What you left unsaid? Will echo in every editing suite, every time the client claps you on the back, or every time fellow creatives tell you it's so w...