Simply put

Don't be afraid to start something. Don't be afraid to end something. Don't be afraid to be afraid. If you're not afraid, you should be afraid. If you're afraid, you shouldn't be. In a world full of such conflicting messages, don't be afraid to be simple, concise and clear in your marketing communications. It might turn out to be the most creative message you have ever put out. Creative people would be well advised to make a note of it. On second thoughts, no, people who try to be creative would be well advised to make a note of it.