The Craig Douglass article this week in Media Post’s Marketing: health blog was a refreshing…and inspiring read. We love the challenge to summon one’s courage, dare to be creative and go big. Importantly, he also observes the importance of the process. We frequently see people wanting to hurry past the up-front work needed to get to a creative strategy that can help ensure the success of a great creative product. Take the time to get the guidance right. Apply important tests to the strategies identified, e.g., is main idea relevant to audience? Is it easy to communicate? Is it sustainable? When satisfied, let the creativity begin!