Advertising’s biggest crime is impatience. That and putting QR codes on billboards, but mostly impatience. We live in the age of instant everything. Instant noodles. Instant opinions. Instant success and instant disappointment. If a campaign doesn’t go viral by Wednesday, it’s already yesterday’s news and everyone’s pivoting like they’re auditioning for Strictly.

It’s not only advertising. Entertainment is just as ruthless. One season wonders such as The Get Down, High Fidelity, and Kaos are all smart, stylish and apparently too slow to spark. We expect ideas to arrive fully formed and commercially bulletproof. But great, repeatable ideas don’t work like that. They need time to stretch, to settle and find their groove.

Only Fools and Horses, the now-legendary British sitcom, was almost shot in the paddock after season one. Low ratings and a lukewarm audience response saw executives circling like it was a lame pony. But it was given time. It came back, got better and by season three it found its feet.