I agree with Will Alsop that a cautionary approach can extinguish the creative spark (AJ 4.5.02), but I believe that he over-simplifies the matter. He implies that we are isolated individuals, out to please ourselves.
This, more often than not, can only be the case in one-offs.
Even then you have to ensure that the client sees your point of view, which requires a high degree of persuasiveness.
In the town or city where your building or buildings must contribute to the overall environment, where height, width, dynamic contrasts, focal points and delayed vistas might each have to be considered along with the client's preferences, taking risks to add sparkle may add to the complexity - and the cost.
First and foremost, our town or city streets, squares and special buildings must, quite subconsciously, be a delight, not simply each individual unrelated little or large gem. Such a building has its place, and where better than as a 'highlight' amid relative mediocrity, so, take the right risk in the right places!
Alsop's article was written in Venice - what better place to prove a point?
Richard Brown, Poole, Dorset