I'm not eschewing research (on the contrary, you can mine some great insights from it), but overly rely on it and you'll have no idea how to achieve that wonderful magic that communications is founded on.
Unless the comms answer is bloody obvious, of course. Which it rarely is/should ever be.
To extend the aphorism - you can know you won't get pissed on today, but will you need that umbrella tomorrow?
Any thoughts, readers?
*And on that note, I'll see you guys in two weeks time.