The advantages of structure complementing creativity, or in other words: How to Get a Really Fat Cow Through a Really Thin Straw.
Rollo May calls them river banks. I have a different way of looking at it. I’ve always thought of creating advertising as working inside a straw. This narrow tube of possibility. Outside the straw is an infinite number of other possibilities that literally stretch on forever, but which, for whatever reasons, are pretty much closed to me. Sometimes the straw is really narrow. Sometimes it’s wider. But it’s always there and I always feel comfortable inside it, once I know where the walls of the straw are.
(via Cup of Java)