Most trouble in the world, in our business, in everything, comes from certitude. When people believe in the one true way. When they're sure something is right.
Certitude is what causes wars, religious and otherwise. It's also what causes bad advertising.
Certitudication is what has ruined our business. The MBAs have come in with degree-backed certitude and have tried to create a certitude calculus that reduces thinking to an if-then proposition.
They have looked at the mayhem in creative structures and said with certitude, we can get more productivity out of those schlubs if we follow these rules that worked for Brazilian rice growers in 1937.
Most things--creative and otherwise--run best under conditions of controlled failure. Experimentation. Exploration. Trial.
I'm pretty certain of this.