As creatives working inside brands, we are surrounded by very responsible people. People who know exactly what features should be featured in the creative. People who can predict with sharpshooter’s precision how well said creative will perform. And people who will make sure creative won’t get us sued off our pants. Thank God for them. But creative needs a healthy dose of irresponsibility to break through. And that, my creative working inside brand friend, is your job. Unsolicited advice, reflections and provocations from a lifelong agency creative who always said he’d never go client side.