Diverge before you converge – the trick to getting more good ideas is to just get more ideas on the board. Go lateral – you can’t dig a new hole by digging the same hole twice. Illegal, immoral, grounds for firing. It’s easier to make an innovative/impactful idea feasible than it is to make a feasible idea innovative/impactful. Use tools and processes. It’ll feel forced the first few times. Design thinking, or any other innovation/ideation process....
If I spend X on brand marketing, I will create Y lift in awareness, which will drive Z revenue for the business. Now what!? - Every poor soul ever tasked to evaluate the prospective performance of an upcoming branding initiative. Intro Brand spend can be placed for two business-mechanical reasons. To drive increased consumption from an existing audience (by changing perceptions or gaining an increased top-of-mind or unaided awareness) To drive consumption outside the existing audience by gaining awareness with new buyers....
For a huge variety of reasons, it can be absolutely necessary for the relationship between two people to change or rebalance. Maybe someone got a promotion, a family was extended or reduced, someone learned a new skill, or a multitude of other things. The relationship that was, is no more – but the behaviours that supported the old relationship linger. The perception of status roles are strongly ingrained. Most primates fix a good portion of this by beating each other senseless, and/or murder....
The mind races, producing and interpreting for every waking hour. Thoughts, concepts, ponderings, plans and connections. It builds up like a reservoir, but unlike a reservoir, all of this has only the space between your ears. A lifetime’s worth of ideas. Your capacity can stretch, some, and it should. But without limiting the wonderful power of creation, or somehow solving for space, the pressure becomes too great – an outlet is needed....
More. Wealth – Years – Power – Happiness. The human condition cannot abide sameness. Contentment in less. But with a twist, this bio-drive can be rerouted. Not the pursuit of more for me. The pursuit of more for us. And the pursuit of more for us is simply the pursuit of better.