The creative process is about about embracing the creative process.

Once you understand that ideas aren't original - they are recombination.

Once you understand that you don't create a big idea but you discover it.

Once you understand that the big idea does come from inside the agency but from the outside.

Once you understand that there is no bad ideas.

Once you understand that it's not even about the amount of ideas you come up with but how many you execute on.

Then you start to embrace the creative process.