TDM was born with the need of speaking more quietly & cutting out the small talk. We're not galvanized by other people, external stimuli, and we're more likely to disagree with an idea that we don't believe in. So how does one create that 'great idea' that turns the raw information into advertising that will engage and entertain as well as inform? There is a fantastic book on playing tennis called The Inner Game of Tennis which has a very simple conclusion: relax and let your true self perform. And so it is with creativity.