The agency CEO asked me not to use his name. He wanted to talk privately over breakfast. "You know, this new business thing is getting to be a problem, he said. "We're addicted to falling in love with our next new client, and the one after that and the one after that. They will solve all our problems. We'll do great award-winning work, be well paid, and loved in return … and all the industry crap will disappear. We'll pour our heart and soul into winning them. They're coy; both flirtatious and distant, making us want them even more. We're no better than lovesick teenagers. And when it goes our way, and we get together and have a wonderful first year, it's true love … before it turns to crap. We hate the crap. We would rather be in love. That's why we love new clients and everything it takes to win them."