You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract How to Do 'Riskier' Work Or: Who Cares If Your Ideas Are Brilliant If You Can't Sell Them? By Sally Hogshead, Published on April 16, 2007 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.