Found this great gem buried in the back of “Buzzmarketing:Get People to Talk About Your Stuff” by Mark Hughes.
“Rule number one is, if you want big ideas, be prepared to be uncomfortable. Big ideas will always make you uncomfortable in some respect. If you???re comfortable, it???s too vanilla. It???s too invisible. You need to be a little uncomfortable???. It takes courage to break through the clutter. It takes courage to rub some people the wrong way.
Just remember, if you???re pleasing everybody, your advertising will look like everybody else???s, and you???ll be invisible.“
Something to consider if you find yourself moving forward with new ideas only if and when they feel safe and comfortable.