In the creative sphere, embrace the risk-taking crucial to fresh outcomes. Tell the team it's ok to fail as long as we learn something. Manage down at least as well as manage up. Don't take myself too seriously, but bring as much artistry to the work as possible. Am I pushing or am I settling? The goal is to make everyone look good, not just me. Give credit where it's due. Are we all in this together? If not, why not? Don't forget: the best marketing is about attraction, not promotion. Am I making an emotional connection with the audience? Am I respecting the audience?