I crave comfort food and our comfortable habits. (Pexels)

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Habits keep us comfortable. Routine makes life simpler.

I love Monday nights in our home. For as long as I can remember, Monday night has been spaghetti night!  If it's Monday night, my wife boils pasta, feeds a few strings to our begging golden retriever and serves up a plate of spaghetti that makes me wish every day was Monday.

I crave comfort food and our comfortable habits.

But comfortable marketing limits revenue growth. Weak advertising loves a rut. Same ad. Same media. Declining results.

Decision makers like to rinse and repeat because it's a lot easier to do what has always been done and reduce the risk. It somehow seems safer.

The highest risk taken in marketing is to keep doing what you've been doing. Zero-based marketing is just as important as zero- based budgeting.

No decision in marketing should become routine. We should not be predictable. Habits cannot be allowed to cling to either side of the hemispheres of our brain.

A habit will remain a habit unless we become intentional about smashing it with atoms of ideas.

Create a culture of creativity. Insist that your team think new thoughts—today. Celebrate great ideas regardless of who has them.

Aren't you glad God is creative?

But golly, can I still order spaghetti for lunch?

Dr. Steve Greene is the publisher and executive vice president–Media Group, Charisma Media. Sign up here for Dr. Greene's leadership e-newsletter.

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