Good Things Come To Those Who Risk

Creativity is a risky business. Why? Because it demands we generate ideas that have never been seen before.

In advertising and marketing, that means concepts that cut through the clutter, challenge the ordinary and maybe even frighten clients and colleagues alike.

Yes, it’s easier — and safer — to come up with ideas that don’t elicit the dreaded “Oh my God, we can’t do that!” response from a client. But given the current glut of information (we see up to 5000 ads a day by some accounts), it takes original, untested, remarkable ideas just to get noticed.

DDB’s Bob Kuperman tells us we can achieve that only through ideas that resonate authenticity—by taking the risk of being ourselves. And that can be scary. Need a little encouragement? Check out this revelatory video from AeroMexico.