Sin.

The worst sin you can commit in advertising today is not to do something boring.

The worst sin you can commit in advertising today is not to do something trite.

The worst sin you can commit in advertising today is not to do something hackneyed.

The worst sin you can commit in advertising today is not to do something you've seen before.

The worst sin you can commit in advertising today is not to lie.

The worst sin you can commit in advertising today is not to steal.

The worst sin you can commit in advertising today is not to cheat.

The worst sin you can commit in advertising today is not to treat people like shit.

The worst sin you can commit in advertising today is not to be a schmuck.

No, the worst sin you can commit is to show work
to someone's boss before you show it to them.

For whatever reason not going through all 47 "no's" on the way to "yes"
is advertising's biggest sin.

It doesn't matter if what you've shown is good.

Different.

Extra.

Inspired.

What matters is that you follow a process as Kafkaesque as anything the Soviets could ever derive.

Not doing so is the biggest sin of all.