One thing I keep forgetting is that you simply can't settle in advertising. Advertising is a field where if you settle you are always prone to regression to the mean.

You will simply be like every other agency. Like every other brand. You will die for mediocrity slowly. You may have some decent at ideas here in there but at the end of the day you're the same as everyone else.

I used to think that this was a nice extra bonus to hit it out of the park here and there. I was wrong.

It's a requirement for every single marketing project.