Marketers and clients have a fundamental misunderstanding about what "safe" means when it comes to creative ideas.

Copywriter Jim Compton-Hall sits down with me and talks about his experience of "safe" in marketing, and how that comes across on an emotional level when clients hear it. We discuss why this actually leads to really weak and risky marketing, and what we can do to change the language of risk in our client relationships, and hopefully make more effective campaigns.