Edward de Bono proclaimed, “Creativity involves breaking out of established patterns in order to look at things in a different way”. And I imagine Apple meant much the same thing when they asked us all to “Think Different” back in the 90s.
Pushing yourself to “break out” will lead you to places neither you nor your clients will expect to have gone. This is a very good thing. But how do you reassure a nervous client that buying a brave concept is a better decision that buying a safe one? There’s one way that’s worked for quite a while now … creative awards.