Human beings often hang on to ideas that don't work. Because if you hold onto them long enough you loose your objectivity and it starts to look like a good idea. And if you hold onto an idea with no systematic process for culling work, you deluge the next level up in the organisation or sales process.

This next level could be a marketing director, a client, a commissioning editor, but deluging them enough will give them battle fatigue so they start to compromise their judgement. Sooner or later they start to think your weak work is good. Which is great. Until the new broom comes in and sees it for what it is…