Copy is easy. Ideas are hard. Ideas generate business for the client and the agency. The difference between art and craft is that the craftsman always knows how something will turn out. The artist never knows until it's finished.
Life is but a dream.
It's not what we accomplish in life that's important. It's what we overcome. Learn to live with an idea for a while. Unless of course the deadline is upon you. Brand image must be sympathetic to the people who work at the company.