It’s easy to get a lousy idea on demand. It’s not that hard to come up with a mediocre idea. But a good idea? I worked in advertising off and on for seven to ten years. I don’t know if I ever had a really good idea. I learned a lot about having bad ideas, though. When you try too hard, you have bad ideas. When you work mechanically, you have bad ideas. When you follow formula, you have bad ideas. When you’re desperate or panicky, you have bad ideas.
