Why brilliant card ideas aren't always brilliant

One of my favourite new range ideas came to me in the middle of the night, and excited me so much I got out of bed and started working on it at 4 am. It was for a range which would make us famous and I felt proud yet humble.

It was called " In My World", and would be a surreal exploration of a disturbed mind's revenge fantasies. A daring, original yet thoroughly commercial range of cards which would turn the trade upside down.

I immediately got our favourite illustrator onto it, and before long images of men with baboon's arses, airborne fat people and melting cellphones were flying into my inbox. We did mock-ups of the cards and proudly showed them to everyone we knew.

No-one liked them. And when we sat back to take a closer look at them, neither did we. We quietly put them aside and got on with other things.

" In my World" was never been spoken of again. Until now.