Creative Streak: How To Make A Creative Director Cry

I can trace most of my career path back to one person: Darrin Stephens, the harried husband from the American TV sitcom Bewitched. Take away the attractive Elizabeth Montgomery as the witch who gives up her magical powers to marry a mere mortal, and the shenanigans doled out by the meddling mother-in-law Endora, even the glistening 1960s production values ... and you're left with a man who had the world's greatest job. He was a Creative Director.

Looking back, I certainly would not have learnt anything about working in an agency by watching McMahon & Tate at work. But how could you not love a guy who came up with great ideas in 30 minutes every week? My favourite episode to this day is Darrin's idea to develop toothpaste which not just cleaned kids' teeth, but let them paint each tooth a different colour! The name was a touch of brilliance: Toothpaints. Ah, the creative mind reels.

The other thing I remember was how Darrin would often have to resort to magic powers to sell an idea to a client. (As if.) I watched about 20,000 episodes on demand a few days ago (God love American cable), and in one scene, Darrin burst into tears over one particular idea which ... well, I don't remember what ... because it suddenly made me consider a bigger question. What are the ways to make a creative director cry? (If not "cry" per se - then gnash teeth, cause stomach ulcers, induce heavy drinking, eating paper clips, watch "Real Housewives of _____", etc.)

A jotted down some of actual comments I've heard in my career.

#10. "Great idea. Can I have it for half the cost?" It's often followed by the statement, "I have champagne tastes on a beer budget."

#9. "That’s an interesting idea. What else do you have?”

#8. "No, that's not right." Must be followed by impenetrable silence.

#7. "No, that's not creative."

#6. "No idea is a bad idea. Except that one."

#5. "Personally I love it. But I'd never sell it to my boss."

#4. "I thought of that idea last week."

#3. "That's nice, but it won't get me (_____)." (Add in your own impossible media target.)

#2. "That's too risky."

#1. "I want something out of the box, but not too risky."

Any others you've heard?

Someone recently asked if the hardest part of being a creative director was coming up with the idea. Not at all. I'm sure Darrin would agree with me that the hardest part of the job was selling the idea ... not generating it.

In the next few weeks, I'll start to go through each point and talk about ways to re-position the conversation so you don't need the help of Samantha to sell your good ideas.