This week in FastCompany our head of Strategy, Austin McGhie reveals how convention can be on your brand’s side.
“In my experience, creative ideas are easy to come by and linear strategic ideas are the all-too-common, safe fallback. Meanwhile, ideas that deliver the strategy in a highly creative, intriguing way are few and far between–and all the more valuable because of their rarity.
Again, your task is to create innovative and fresh ways to punch the edges of that box from the inside out. Hit those edges hard. This is the only way to make that box bigger, the only way to actually change its shape. After all, who says it needs to be a box in the first place?”
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“In my experience, creative ideas are easy to come by and linear strategic ideas are the all-too-common, safe fallback. Meanwhile, ideas that deliver the strategy in a highly creative, intriguing way are few and far between–and all the more valuable because of their rarity.
Again, your task is to create innovative and fresh ways to punch the edges of that box from the inside out. Hit those edges hard. This is the only way to make that box bigger, the only way to actually change its shape. After all, who says it needs to be a box in the first place?”
