The “creativity experts” will tell you always to throw away your first idea, since it is often the most obvious or clichéd. Set aside your first idea and dig deeper—that’s where genius is found. I never had much regard for creativity experts. After abandoning candy bars, my very first idea was a cucumber. I ran with it. And now, looking for a short, round veggie to compliment my tall, skinny guy, the first thought that popped into my head was a tomato. And I ran with it.
