Both. Simultaneously. Preferably in one go. For me, the real challenge is not in choosing, but in translating. Turning a difficult client question into something that is also interesting for a creative. Something you don't just breeze through on autopilot. Where you have to step out of your comfort zone. Sometimes it's simply executing. That's part of it. But where it grates, something happens. That's where development occurs. For the maker. For the client. For the work. My favorite scenario. A challenging client and a sharp creative both doing what they are good at. Then you get the best result. And usually also the most enjoyable process. That's what I find enjoyable.