I just finished reading one of my Christmas gifts, 'Just Kids' by Patti Smith and I LOVED it. For those of you who haven't read the book, 'Just Kids' is the story of Patti's unique personal/creative relationship with Robert Mapplethorpe.

Not only was it one of the most compelling (and unconventional) love stories I've ever read, I was struck by the fact that neither Patti or Robert tried to label what they did. Whether they were making jewelry, art, poetry, music or photography, they were simply artists. They experimented, created and pursued what struck a chord within themselves and with their audience.

Granted, this was the 60's and 70's, but I couldn't help but compare this creative approach to the safe, uninspired creative campaigns that I see every day. Original ideas require original thinkers. Do yourselves and your clients a favor - bypass the mediocre, safe talent and go out on a limb for something you believe in. Trust your instincts and hire someone who might create a few waves - it might not be comfortable, but it may well be worth the gamble.