A predictable path to success does not exist. A more reliable way is to look for new ideas in unpredictable places and take an iterative approach to develop them. That means being flexible enough to take the smallest executable step towards a goal, then test, learn and repeat. An approach that’s largely inspired by Agile Methodology.
It is our job to get consumers to consider your brand, to get their attention, to find a way that gets people to stop and think about their buying decisions. We seek this disruption, anything that interrupts these patterns and makes us stop and think consciously about what we’re doing.