Consistency, good. Doing it the way you always did it, bad.

Remember that line from 'Rain man', "Definitely not K-Mart, definitely not K-Mart"? A no truer line was ever written. Of course, there is the one about the definition of insanity, but it really doesn't apply to advertising.

It is very important in advertising to remain consistent, but just because you do something once and it worked, doesn't mean it will work again - a lesson I learned the hard way asking out girls in high school. Today's consumer is not the buyer of tomorrow - I know a pimp would debate that theory, but in the real world of advertising, it just doesn't work like that. Nor does it work in corporate America. Or in households with a teenager. Or with, you guessed it, asking out girls.

And remember, just because you don't hit the mark the first time out of the gate, doesn't mean it's incorrect. Too many times I've heard, "This isn't the way we do it." So what?

There's a bunch of books that go against that premise - 'The Joy of Sex' comes to mind.

Imagine the first time someone tried another position other than the missionary one and missed the mark, or spot, did they give up? No, they didn't! They kept going for it - innovating, diving in, turning around, shifting and shaking - until they came up with a bunch of new ways to do it - and now they have an entire book about it.

Just saying.

A lot of fun until someone throws up on someone

It's no wonder I hate hate hate hate hate hate merry-go rounds or any other dumb ass ride that goes 'round and 'round and 'round and 'round. Sure, it's fun, but after the first time going 'round you pretty much get the idea.

As for now, I'm a little dizzy and feeling like I'm going to barf.