Why a great idea should make you nervous

No great marketing goal was ever achieved without hand-wringing. If you’re not lying awake at night in a pool of sweat the night before a campaign launch, you’re not doing it right. Great marketing takes great ideas takes great courage takes great Xanax.
The problem with business is that nervousness is never a good thing. Comfort is the corporate resting state. Anything that disrupts comfort leads to downsizing. Which explains why most CMOs avoid the ideas that make them nervous, and