In this article, George Huff emphasizes the crucial role of process in unlocking creativity at scale for marketing teams. He points out that despite the inherently creative nature of marketing professionals, poor planning and convoluted workflows often hinder their ability to tap into creativity. Huff argues that having a solid process is essential for enabling marketing teams to produce their best and most innovative work. Playbooks, which outline every step and include repeatable processes, are highlighted as a key tool for empowering marketers. These playbooks provide clarity, allowing team members to focus on creating a compelling customer experience rather than reinventing the wheel with each new campaign.