Producing ideas for advetising is like tight rope dancing with 20 people jumping up and down on the rope to encourage you. Here's how to deal with that.

1. So you have an idea

2. You are going to be a star. You’re idea will amaze the world.

3. You explain it to the ones who have to buy the idea

4. They say it is brilliant. But maybe a bit too extreme. They say they are not creative but. They have a few suggestions to help your idea live. They give you constructive criticism. To make your idea more acceptable to a broader audience, they say.

5. With a few little compromises, you get your idea done.

6. Here’s what you should do.

7. Leave the first idea and find another one. A bigger one. And another one. Bigger again. And again. Until they are tired and want to go home. Two possibilities: They buy the new idea, or they’ll go back to your first idea, saying, hey it wasn’t that bad, was it? They let you do it without compromise. You’re idea will be a success. They will be a success. They’ll love you forever.

8. May the fun be with you.