The first mistake most ad-makers fall into is they try to come up with ideas that their partner likes.

This is not a suggestion that you become an intransigent jerk. (I’ve tried that. It’s neither efficacious nor much fun)

Rather this is a suggestion that in coming up with ideas you realize that what you’re after isn’t something that’s been done before that is easily comprehensible by others, but something that hasn’t been done that sounds impossible, looks difficult and feels implausible.