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Exactly What To Do

filed in Brand Strategy

When faced with a challenge, we seek out a sure-fire solution. We want to know exactly what to do.

We long for the step-by-step guide. The right answer. A formula to follow and faithfully replicate. Formulas work. They give us the answer to questions that have been asked before. But it’s only by being willing to ask new questions and explore untested solutions that we arrive at original ideas.

What’s greater than the prospect of failure is the risk of standardising our way to mediocrity.
Certainty is overrated.

Miguel Cort├ęs

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