Most of what I know about what I do has come from books I've read, as opposed to being taught formally. Over the years I've noticed that the things that I've learned fall into one of two categories: The first being stuff that I didn't know and was subsequently able to apply in some practical way; the second being confirmation that at least some of the techniques that I've managed to work out for myself or with colleagues were actually correct and worthwhile.
This "Rule" falls very much into the latter category; the reassurance coming straight out of the Paul Arden book that my brother-in-law bought me one christmas. Now I'm not saying this approach is always appropriate but, as I'll try to explain, sometimes it's just right.
Like many of our contemporaries, we kind of fell in love with the Mac when it first appeared in the studio all those years ago. It allowed us to realise our ideas so quickly and output highly finished visuals. Our clients, in turn, loved our visuals, we'd taken all the guess work away. No more marker visuals, no more ambiguity; what we showed them was what they were going to get.
But as time went by the nature of our work shifted from pure design/style-lead to marketing-focused/ideas-lead design and we started to realise that we were having to labour for hours, sometimes days, to get our ideas to look just right on the Mac. On top of the problem of the sheer man-hours involved, our new clients could and often would reject concepts in seconds; the effort:results ratio was way out of kilter.
So we literally went back to the drawing board, employing some brilliant "old school" visualisers to hand render, often intentionally roughly, our concepts. And a few great things happened: the visuals took a fraction of the time to render; we were able to explore more creative routes (meaning "more" as in a greater variety and "more creative" as in more adventurous); and our clients focused solely on our ideas, didn't get hung up on details and almost invariably approved a concept.