Amnesia is the ultimate soap opera trope—and it can also provide great inspiration for the next time you review creative.

Because when you work on a product/brand every day, you can become almost uncomfortably familiar with it. When a teeny banner ad neglects to mention that, say, your cotton candy is made with the SugarSpin4000, you might react all “What?!?! The people must know about our behind-the-scenes candy floss technology!”

But imagine it’s your very first time ever encountering the product. You’re looking to get your hands on some saccharine goodness, and you probably want to know more about the immediate benefit (e.g. amazing sugar rush) than the bolts and screws (e.g. made in a super-specific way).

Trust us—when it comes to reviewing short form work, this lens is worth remembering. Wait…