Sally Hogshead writing in Ad Age says “there’s no such thing as the idea.”
If you can break out of the mind-set that you have to create that one almighty concept, you can stay more open to client feedback, integrate other media platforms and forage outside of your comfort zone for creative thinking.
This is good advice. Too many times I’ve watched in horror while creative staff impaled themselves on a sword for their precious big idea. It’s not necessary.
What is necessary, is the inner knowledge that ideas are infinite and your ability to create them unparalleled. Get to that place and you’re free.