Saj Nazir, SVP Media Creative at Mediahub’s Radical + Disruptive Lab, on learning to let go in order to thrive
As the back-to-school season kicks off, BITE asks industry leaders what they are committed to unlearning. Saj Nazir, SVP Media Creative at Mediahub’s Radical + Disruptive Lab, is unlearning perfection and embracing “good enough” to enhance creativity.
So, I’ve finally decided to unlearn the pursuit of perfection. Honestly, it’s about time. This journey I’m on is not just about saving my sanity (which is a major plus), but it’s also about changing my creative process. I’m learning to embrace the messy, beautiful, and imperfect reality of just getting things done.
Let’s face it: perfectionism is exhausting. It’s like chasing a mirage in the desert—I keep running toward this elusive ideal, but I never quite reach it. Meanwhile, my deadlines are screaming at me, my creativity is gasping for air, and my clients are waiting for that big idea they briefed a week ago! So, I’ve decided it’s time to unlearn this relentless chase and focus on what really matters: delivering better results, making my clients happy and bringing some sanity to my life.
We creatives love our work, and with that love often comes the desire to make every project flawless. But the truth: perfection doesn’t exist. It’s that mythical beast that everyone talks about, but nobody’s ever seen, like Bigfoot or a quiet open office. The sooner we accept this, the sooner we can get back to doing what we do best – making ideas happen.
I’m learning to embrace the messy, beautiful, and imperfect reality of just getting things done.
Saj Nazir, SVP Media Creative at Mediahub’s Radical + Disruptive Lab
Chasing perfection doesn’t just waste time; it stifles creativity. It’s the little voice in your head that says, “maybe I need one more idea,” or “should I be using another font!” That voice is a distraction. A charming, persuasive distraction that keeps you tweaking endlessly while the world moves on. Perfectionism is the enemy of progress, and more importantly, it’s the enemy of joy. And when you’re in the business of making things—whether it’s a video, a campaign, or a disruptive head turning out of home build —joy is your secret sauce.
Say hello to “Good Enough,” the new BFF you never knew you needed. Good Enough isn’t lazy or careless; it’s efficient, strategic, and, dare I say, smart. Good Enough knows when to step back and say, “This works, let’s move on.” It’s about understanding the point of diminishing returns—where every extra hour spent agonizing over finding the perfect shade of blue is an hour not spent on your next brilliant idea.
Clients don’t want perfect; they want effective. They want results. They want the idea that’s going to get clicks, the video that’s going to go viral, and the design that’s going to make people stop scrolling. They don’t care if that logo is to the left of where you originally planned it. What they care about is impact, engagement, and getting their message out there. What I’ve learned? “Good Enough” gets them there faster.
Let’s have a moment of honesty: clients are human, too. They’re not hovering over their screens with magnifying glasses, scrutinizing every pixel. They’re busy running businesses, hitting targets, and delivering growth. What they crave is a media agency that delivers results, not a tortured artist agonizing over every brushstroke.
The happiest clients I’ve worked with are those who appreciate speed, creativity, and adaptability. They love when you bring fresh ideas to the table, they’d much rather a slightly rough-around-the-edges concept over a painstakingly polished but uninspired creative solution.
Unlearning perfectionism means embracing the messy side of creativity. It means accepting that sometimes, your first idea might be your best one, even if it’s not refined to oblivion. It means showing work in progress, taking feedback, and iterating quickly, rather than polishing something in isolation until it’s lost its spark.
Try this: next time you’re working on a project, set a timer. Give yourself a set amount of time to get to “Good Enough,” and then stop. No touching. No tweaking. Send it off. Chances are, your clients will love it—or at the very least, appreciate it enough to give constructive feedback that genuinely improves it, instead of picking it apart endlessly.
Unlearning the pursuit of perfection isn’t about lowering your standards; it’s about boosting your efficiency, sparking creativity, and enhancing your overall satisfaction. By letting go, you’re freeing yourself to explore new ideas, make faster decisions, and adopt a more flexible approach. You’re becoming a more agile, responsive, and effective creator.
You might even discover something rarer than perfection itself—some actual free time!
So, here’s to unlearning perfection, to ditching the endless tweaks, the nagging self-doubt, and the bottomless cups of coffee that come with chasing an impossible goal. I’m embracing the wonderfully imperfect world of “Good Enough,” and crafting work that’s impactful, creative, and celebrated by clients and brands alike! I’d suggest you do the same.
Having led creative partnerships teams at some of the UK's biggest agency groups and media companies the dynamic world of partnerships, content and multi-platform media solutions is something Saj is passionate about, as it’s a sector that’s constantly evolving with technology and creativity at its core. During a career spanning over 20 years Saj and his teams have consistently created award-winning work for some of the UK’s leading brands. As SVP of Media Creativity Saj leads creative ideation. His team imagine and deliver disruptive campaigns for brands to connect with their audiences in meaningful and memorable ways. Using media, content and technology to help brands create category defining approaches that drive growth and win awards.
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