If you're lucky, you have one great idea a year.

They're not like good ideas. They're extraordinarily rare. For every hundred or so good ideas you have, you might have one truly great idea. Worst yet, it's difficult to recognize a great idea when it appears. Great ideas usually look like bad ideas.

They're offensive. They're outrageous. They're aggressive. They're polarizing. They're foreign. They're unearthly. They're uncomfortable. Great ideas scare the living shit out of you.

In fact, when a great idea enters your mind, your knee-jerk reaction should be to shake your head and say...

"There is no way we can get away with that."

If you run a creative agency, fear must become your playground.