High ideas.

Some are good. Some are bad.

And because some are bad there can never only be just one.

Whether it's an internal or client presentation, never walk in with just one idea. No one is that good. No one gets it right the first time. And if they did, it probably happened one time. Sometimes your first thought is the best one, but it should take some exploration before you and everyone else come to that conclusion.

Now that also means you don't take every idea to the table. You have to self-edit and determine what works hardest to solve the problem. If you show work that goes all over the place, you set yourself up for some criticism that may not be constructive. Basically, you failed in the assignment, because you aren't addressing what's in the creative brief.

Personally, I go with the rule of 12 when I'm working on a project. Meaning, I push for a minimum of 12 concepts on a project. You want to explore as many avenues as time will allow. Then look at everything objectively. The weak ideas will stand out. So toss them out. Have I ever presented 12 concepts? Only internally and those where "blue sky sessions" — brainstorming meetings where everyone throws everything out there to figure out what works or to piece a bunch of different ideas together to create a few solid directions.

Unless the situation dictates otherwise, show your client your top three — the recommended work and a couple of alts you can live with. And be sure you can live with them. C'mon, how many times has someone chosen to go with your "lesser" idea?