Has anyone seen the series of tv ads as part of the new Honda campaign? You know, features sky divers and crew explaining the process of diving, and ends with a graphic 'difficult is worth doing. com'. No? Google it, don't be lazy.

Then we read the opening paragraph to an article in The Independent:

"Is difficult worth doing?

What have you done today that was difficult? The truth is that most people probably won't have pushed themselves as hard as they could. Why? Because difficult means burning the midnight oil. Difficult takes all the grit and determination you can muster. But for Honda, this philosophy lies at the heart of everything it does."

This made us think. Difficult is absolutely worth doing. Why bother if it's easy, or if you're just reinventing the wheel yet again. Happens far too often in music. We've reached saturation with the tried and tested.

Take a leaf out of Honda's book. Especially if you're in the creative industries; be creative. Make it difficult!