i wish means: would it be nice if.. i want means: if i want it enough i will get it.
It's never the next brief, it's ALWAYS THIS brief .
Do not covet your ideas.
When it can't be done, do it. If you don't do it, it doesn't exist.
If you can't solve a problem, it's because you're playing by the rules
Do not put cleverness in front of the communication.