Rarely will you be targeting someone exactly like yourself. A strategy or concept that might not appeal to you could really appeal to your target market, and vice versa.

You must therefore learn to ‘wear different hats,’ to step outside your world, and get into the different mindset and character of the person(s) you are talking to.

If a graphic designer includes a photograph of a succulent plate of food on the packaging of a frozen ready-meal – just like every other ready-meal in the supermarket freezer – is this plagiarism, or someone following an acceptable commercial convention?