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 campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.