CHAPTER 8
THE INTANGIBLE ASPECTS OF SUCCESS
PERSISTENCE
The temptation to stop is always strong.
Yes! Got something—hurrah! Now we can check our e-mails and surf the internet.
Don’t.
Look, I know the feeling, believe me. Thinking is maybe the hardest work there is, aside from digging a trench. And as soon as you have something that works, the desire to down tools is overwhelming.
So you find yourself ignoring the little voice in your head. The voice that says “It’s a bit like that other ad from last year” or “It works, but it’s only OK.”
Do not ignore that voice. If you know in your heart of hearts there’s a problem with the idea, it’s pretty certain your creative director will agree with you.
Learn to recognize the “false friends”—the ideas ...
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