This week, we're adding more pages to our Spellbook. Here's what we'll be talking about:

One big idea we’ve learned each week, shaped into words you can carry forward.

For a long time, our task lists were full.
Very full.

Everywhere you looked, there were things to do.
Internal ideas.
Side improvements.
Fixes.
Experiments.

And when the lists were full, it felt like progress.
We were busy.
Things were moving.
People were doing work.

But something felt off.

We noticed that being busy made us feel productive.
But projects stayed open longer than they should.
Energy felt scattered.
Attention jumped from one thing to another.

Work was happening, but clarity was missing.

It reminded me of something from 7 Habits of Highly Effective People.
Effectiveness is not about doing more.
It is about doing what matters most.

We were doing many things.
We were not always doing the right things.

This year, we decided to change how we see internal work.

Anything that does not directly tie to a client project is now an internal project.
Not a loose task.
Not a random idea.
A project.

Each one has a purpose.
A goal.
A business reason.
An owner.
Support.

Every project has its own page.
Every page has a running task list.
And every task has a signal and an outcome.

Not just something to do.
Something that leads somewhere.

Here is the strange part.
As we did this, our task lists became shorter.

And that felt scary at first.
A short list feels like slow progress.
It feels like less movement.

But we flipped the thinking.

The fewer tasks left in the list,
the closer the project is to closing.

Progress is not a full list.
Progress is a closed project.

We also made one more shift.
Projects have owners now.

This added pressure.
There is responsibility.
There is visibility.
There is weight.

But there is also clarity.

When someone owns a project,
decisions get sharper.
Priorities become clearer.
Noise drops.

This is now happening across Media, Creative, and Business teams.
Even leads feel it.

Work feels heavier in a good way.
Heavier with meaning.
Lighter with confusion.

Being busy fills time.
Being effective creates outcomes.

Busy work gives motion.
Effective work gives direction.

We are still learning this.
We still catch ourselves filling lists.
But now we ask better questions.

What is this task serving
What signal are we looking for
What outcome tells us this is done

Less movement.
More meaning.

1. Full lists do not mean progress
Closed projects do.

2. Internal work deserves structure
Ideas grow better when they have goals and owners.

3. Fewer tasks bring sharper focus
Clarity beats volume every time.

4. Ownership adds pressure and purpose
Both are necessary for growth.

5. Signals matter more than activity
If nothing changes, the task did not work.

6. Effectiveness feels quieter than busyness
But it lasts longer.

We are not trying to do more this year.
We are trying to do what matters.

Snapshots from our week — the work, the people, and the little victories worth sharing.

Sir Imamull Qhaeer is back in action—once again invited by Miss Q (Aqilah Muzani) to speak to her U-Beyond students on Entrepreneurship in the Digital Age. He was joined by Haziyah Azalmey, Ampuan Hafiz, and media intern Farah Yasmin, who handled the event coverage.

The following day, Imamull returned as one of the judges for the students’ pitch presentations, alongside two other panelists. Nuur Batrisyia Ali also joined us for the judging session, rounding off a meaningful two days of sharing and learning.

Our friends at Kitani Kreatif hosted a two-day lab for working creatives, cultural producers, and business owners at Brunei Innovation Lab last weekend. On Day 1, our Business Developer, Nuur Batrisyia Ali, took part in Development Clinic #1 themed “Researching Bruneian History and Using It as a Resource”, where she served as one of the panel speakers alongside Dr Rozan Yunos, with Joshua Belayan as the discussant.

We’re incredibly proud of you, Bacica! Congratulations on your first speaking engagement. We can’t wait to see many more to come.

Rashidah Yusof, known for her intricate, detail-driven works, including the piece adorning the walls of Roasted Sip—recently opened her own art gallery and studio, Arteliery. The team was invited to a private viewing of her debut solo exhibition, The Art of Imperfections, an intimate and thoughtful showcase of her artistic journey.

Office OOTDs are back, now that we’ve finally installed a new full sized mirror in the office. Can’t wait to see everyone’s selfies and outfits!

Last Thursday, our media team headed to Brunei Fertilizer Industries (BFI) for their Safety Induction License, which meant an early start to the day with the session kicking off at 7 AM. The media team took trip down to Sungai Liang, setting the tone for a focused morning ahead. The induction itself involved watching detailed safety videos and being actively questioned to ensure the team truly understood their procedures, reinforcing just how seriously safety is prioritised at BFI!

Previously, Imamull Qhaeer brought our interns, Hariisah Halwa and Farah Yasmin, along for a meeting at Brunei Innovation Lab. This time, the tables turned—Harris came by our office for a meeting of his own. While the higher-ups were deep in discussion, interns from BIL mingled around the office, exchanged stories, and learned from one another. What started as a meeting quickly turned into a mini “school visit” offering a peek into life inside a creative agency and a chance to gain real-world exposure.

Things we’re loving lately, because inspiration hides where you least expect them.

Recommended by Iman Shamsuddin. Yes, the wait was long—but one bite in, it was immediately forgiven. Fresh off a performance, the satay hit extra hard: juicy, flavourful, and absolutely worth the patience. A well-earned trophy meal, if you ask her.

Recommended by Imamull Qhaeer. Perfect for watching movies, gaming, or reading while lying completely flat.

No neck strain, no awkward angles. Peak comfort, minimal effort.

If you want to read the previous pages, head over to this link right here:

That’s all for this week. See you on the next page of the Spellbook.

At AICREATIVV, we aim to make everyone who engages with us 1% better—from clients to community. Public Victory, always.

Each week, we'll share insights, tips, and recommendations to help you learn the magical combination of strategy, creativity, and business know-how that truly enchants your audience.

Let's unlock the magic of strategic design.

We hope this brought you value.

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