Never Assume.

Assumptions are dangerous things. Like the assumption I'd always made that Absolut vodka's renowned marketing was the result of the crucible of entrepreneurial capitalism - an assumption itself based implicitly on the assumption that publically-owned organisations are inherently uncreative.

In fact, it's the product of a state-owned company that until 1995 had the additional "restraint" on creativity of being a monopoly.

Never assume that you can't be creative.