Definitely! I tried to convey that in the article: "And though it is still hard, and potentially risky, if you filter your ideas through this lens, you’ll get much more impact from your own ideas."

I totally agree. I was just telling someone else on Twitter about this topic but I have many more marketing campaign ideas that pass the smell test of "will this break expectations" but they make me stressed to pull off. They risk life, property or reputation. So yeah, they can be super difficult. And they don't just come to me overnight. The campaign I mentioned in the article took me months to execute on the way I wanted to.

Edit: And one more thing I'd add. Putting more work of ours through the filter "will this break expectations" doesn't have to have as lofty of a goal as Neistat level virality. I think most of us asking this of our blog posts, videos, apps, etc. would vastly improve the success of our work to a degree still plenty big enough for us.