If we "know" how something's supposed to be done, we never find a new and better way.
If we "know" exactly what our customers want and never deviate from that, we never innovate.
If we "know" the rules of our category and never challenge them, we never find uncontested market space.
Everyone knew the earth was flat until Columbus proved it wasn't. Everyone knew that computers were for business until Apple proved they weren't. Everyone knew that prime-time TV shows had to be scripted until Survivor proved they didn't.
What do you know that's keeping you from creating something new?
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That advertising creation must follow the Creative Director/Copywriter/Art Director/Account Exec. model? (What do you know that's keeping (us) you from creating something new?)
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