The Surgeon and
The Ad Writer

Every surgeon has a surgical plan before they take scalpel in hand, just as every ad writer has a message plan before they take pen in hand.

But the operation that follows does not always go according to plan. What does the surgeon do when their hands are inside a person and they discover something unexpected? 

The surgeon does exactly what the ad writer does when they are deep into the guts of an ad and discover something unexpected: they improvise.

Plan A is based on assumptions and probabilities.
Plan B is based on realizations and realities.

Never be ashamed to pivot to Plan B.