The alternative is to execute an idea hoping that somebody will like it, hoping that somebody will be changed by it.
In the first case you choose your customer, in the second - they choose you.
Being chosen always takes away the responsibility from you but it also takes away the control you have over your work.
Choosing takes more guts but it's ultimately far more rewarding.
PS When the choice is yours, be prepared to say: "Maybe it's not for you and that's OK".