While you're at it, here's another article — this time by Hal Curtis, delivered courtesy of Sally Hogshead, did you get all that? — you should read. May be even better than the previous one about softball teams and creative.
My favorite piece of advice: "Look to anything but other advertising for inspiration. There’s culture all around us. Pay attention."
Go forth. (The tagline from a great new campaign for Levi's that you should really check out, by the way.)