Seth Godin recently wrote a blog post entitled "Traction and friction". One line that struck me in particular is "The best marketers I know make up rules for themselves and they don't break them."
It reminded me of an interview I saw with Jerry Seinfeld back when his show was on. The interviewer asked if he might like switching his show from network TV to cable. After all, then he wouldn't have all of the restrictions. Seinfeld said something like, "No, the rules are what make it fun."
I think an example of what he meant was the now-classic episode called "The Contest". Addressing that show's topic on cable would have been no big deal, rather ordinary. Addressing that topic on network TV was kind of interesting and, because of good writing, funny. They never crossed the line. They just cleverly danced right along it. Traction and friction.