Go jump off a (digital) cliff
It's a brave new world we live in.
For every 100 briefs asking for 'a game changing, mind altering, paradigm shattering idea', there are 99 brands too nervous to jump off the digital cliff to see what happens.
That's cool, I understand.
The old me would have written about how this is 'old school thinking' and how you need to 'get on the future train, man' but after my first genuine near-social-fail moment, I was given the gift of appreciating the situation from another, far more cautious perspective.
So what's my updated advice?
Make this the last case study you compare, the last 'industry leading opinion' you read and most importantly, make this the last meeting you call.
Theory is important.
Practise is better.