The overnight test.

If you’re not sure about an idea, noodle it out
 and put it away. Return to it the next morning. I don’t know what happens overnight, but more good ideas become dumb ones as a result of darkness.

Go away and look at it fresh tomorrow.


David Fowler created long-running advertising platforms for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others during his forty-year career.
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