If you want better advertising ideas, maybe you treat them like a fine porterhouse.

Here’s why. At some point, as you learn how to properly cook meat, you discover the concept of letting it rest. It’s the technique where you take the meat off the heat and let it sit for 10-15 minutes before serving.

Even though it looks like nothing is happening, trust me, something is happening. Technically, the juices are redistributing and ensuring that the flavor stays in the meat, not the cutting board. But basically, it means that taking a breather makes things better.

In this fast moving, high pressure, get-it-done-yesterday world, don’t you wish we could do the same with creative work?

I do. I am a fast writer, and in today’s freelance world, that’s a very good thing. Because when I’m called in on a freelance assignment, they often need something yesterday—or the day before. Or they have three days budgeted, but five days of work. Regardless, speed counts.

So I’ve developed a fast gear where I get in the zone and go full blast. I’m good with writing at that speed, and I’m more than happy to do it for you too. (#available)

But sometimes I want time to put my work aside for a while and revisit it later with a fresh perspective. I’ve sent in work on quick deadlines, but then looked at it the next day with a mixture of wonder and horror. There’s some stuff that I didn’t realize how good it was and wish I could’ve worked that direction deeper. But other stuff is in the mildly embarrassing “what was I thinking?” camp and I wish I could go back and rework it. Bill and Ted, could you help me out here?

I get that there’s value to working fast. The time crunch can spur creativity and decisiveness. But even then, I bet if you could step away and come back even a day later, you’d see things a little differently.

In fact, I think it’d be great if “rest” could become an official part of project timelines. Everybody in favor of letting work rest, raise your hands. And close your laptops.