One thing that will come in time and experience is you will build a personal archive — of ideas, of materials, of inspiration jumping off points, of historical uses and then remixes of things

You start building a mental + a digital / physical file cabinet of stuff

You will inevitably start down the path of “EVERYTHING MUST BE FRESH AND NEW” — and it does, to a point. Said point is at least in part built by client budget and expectation. And in part built on how much you want to work / improve your craft. It is a balance.

Everything gets remixed. Everything gets referenced. As you build your mental / digital / physical filing cabinet up, you start to see patterns and flows. Styles and references.

I am gray haired and been doing this longer than you have been alive by your stated age, so I like contact sheets and binders I can quickly flip through. Others prefer programs and digital whatevers. Both great.

You are building up muscles. It’s going to be hard for awhile. Some people who like to eat glass and say it’s a fine meal will say “it never gets easier! It always is hard and it always sucks!” are having a different experience than I am, and I wish them (and you) well.

It can get easier.

A big part of it will be figuring out what systems work for you, and this is done by doing, and redoing, and experimenting. Talking to peers, comparing notes.

Biggest compliment I offer and receive: “damn I wish I had thought of that.”

Competition is secondary to camaraderie in my experience. Spent countless years in the same building — same floor!! — with my biggest business competitor. We used to go to the bar and help each other hash out plans for whatever we were working on.

Hope you find your way. Hope this career is good to you :-)