Great creative ideas speak to a a basic human truth. One problem about basic human truths though. New ones don’t come around that often. Maybe never. We fall in love, care for our families and wish we could live forever. Truths that inspired our ancestors to come up with some cool ideas. Like the wheel, fire and the Fender Stratocaster. They’re also behind a thousand bad sitcoms, trite romcoms and boring marcoms. The truths are like a great song you’ve heard too many times. You simply stop paying attention. Until a great cover, live version or remix comes along and lets you experience the song as new. And our brains get the double satisfaction of the surprising and the familiar. That’s our job as creatives. So get mixing.