Excellent points Jessica. I find all of this applies equally well to my field of design, where there’s a constant internal struggle to find the right balance between expected, and innovative. As you say, it all comes back to working with the right clients. Both parties need to be willing to take the risk for it to pay off. I’m feeling fortunate right now that one of my clients is a very forward-thinking group of people who are never content with complacency and have ambitions to be seen as the innovative leaders in their industry. But they are also very practical and data-driven. Everything must be validated to show improvement, not just innovative for the sake of being different. As a creative person, that’s a dream client.