It was a mantra I used all the time back in my early advertising career. I remember being stunned by my ideas' mortaility rate. It was off the scale.
Young advertising folk are pushed REALLY hard. At least, they are in the good agencies. For all the hardship my peers and I endured during that time, at the end of the day it was a DAMN good education, one you don't forget.
One of the most essential talents a creative has to learn if she ever wants to be successful is, the capacity to "Kill Your Babies". It's hard at first, but you get used to it...
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