OUR THINKING
Thoughts to challenge convention and inspire strategic thinking.
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Spilled Milk — What Causes Creative Conflict
In the agency world, the creative brief is an absolutely critical strategic document, as its…January 31, 2020
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Are You a Linear or Non-Linear Thinker?
Have you ever heard somebody comment that so-and-so is a “linear thinker?” Or somebody might…Balaji Krishnamurthy | January 24, 2020
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Why Experience May be Your Biggest Weakness and Greatest Liability
From the time we wrote our very first resumes, we've been taught that experience is one of our…January 17, 2020
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Farmers Have Feelings, Too: Why You Need Emotion in Agrimarketing
We want to pitch you a brand new, revolutionary agrimarketing concept. To sell your product to…January 10, 2020
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Nurtured Back From The Dead
It’s that time of year again — agri-marketers everywhere are gearing up for trade show season. Yes,…January 3, 2020
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Finding X
Companies are quickly learning that a post-graduate degree offers no guarantee of real-world…December 18, 2019
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The Onlyness Test
"Onlyness" is by far the most powerful test of a strategic position. Brands need strong positioning…December 12, 2019
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The Brand Ecosystem
Every brand is built by a community. Not just the community of people inside the company, but its…December 6, 2019