What if your best idea is the one you almost threw away because it came too easily? We often assume that a good creative idea needs to be hard-won. We associate time, effort, and struggle with good thinking. But how quickly an idea comes to you doesn't tell you how good it is. While working on a university assignment about encouraging sunscreen use in Ireland, I chose Cien Sun as the brand and young men as the target audience for my campaign concept. An idea came to me almost