A thing that most creatives don't do well is that you've gotta learn to listen.
Most ideas are a bit scary, and if an idea isn't scary, it's not an idea at all.
There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.
Consumers never complain about ads being too smart.
If you'd put it in a Powerpoint deck don't put it in your ad
If you think you have a better mousetrap or car, or shirt, or whatever, you've got to tell people.