The force that everyone's afraid of is risk. Every time you're practicing creativity, you're saying what your boss wants to hear. And so I think that it can feel like creativity is being beaten or sucked out of all of us. The other side or partners we work with just can't take the risk on. Public perception, there's too much at stake. Why should we trust you? We don't believe in you. Can you prove that you can make us a ton of money?

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