Get Super.

So your CEO comes to you and says she wants you to produce a commercial to run during the Super Bowl.  Yay!  Now imagine the thought and creativity you would bring to bear on that project.  Imagine the attention to detail, the focus on the message, the crafting of the call to action.  Okay…forget the big game.  Apply exactly that same process, and those same filters, to your next marketing message or campaign.  And be super.