Creative Tension

There is a tension between creativity and expectation.

A marketer's willingness to take risks and be different is the only way true creativity can enter into the mix. I'm not talking about design, I'm talking about creativity. Creativity starts with an idea, and ends with the proper execution of that idea.

If an idea is uncomfortable, it will likely burn up in the atmosphere expectation. Then it's just a commodity. Safe maybe, but under-effective.