Having taken a year and half to establish an approved graphic standard for the client that would focus on their branding/marketing efforts...
Client: Make it fresh and fun! We want you to think outside the box! Forget everything we did last year!
Me: I go and create a whole new look that's fresh and edgy with optional versions.
Client after reviewing comps: "Wow. This is great but, I really think we (me) need to go back to our original concept from last year and just change the font.
Me: I go, I do.
Client: I'm really disappointed in the level of creativity we've been seeing lately...
Me: (I know my death-ray is in here somewhere...)