The Rings of Attention
A lot of times marketing and agency teams can get stuck creating ideas that are in the safe space; the space already explored, tested, and known.
When you stay in that place, you get what you expect to get. Sometimes there are a few surprises, but not often.
The only way to reach the unknown, the unexpected, is to get out of the safe zone and explore the unsafe space. The gray. The challenging.
That is when you can reach new audiences, grow sales, earn press, and truly expand your brand.
Get uncomfortable.