'Cross The Breeze

Want something new? Ask a talent without experience.

March 9, 2012 by Kris Hoet 0 Comments

About a year ago one of the founders of the agency Duval Guillaume I work for wrote a post in which I recognized myself quite a lot. I looked it up again this week since I was recently contacted to help on an innovative project which in the end didn’t go through as the prospect ended up going for someone with a long life experience in the industry they were in. And I didn’t think that was a particularly good choice. Especially since that industry has seen only little innovation in the last decades, so why chose one with a lot of experience in that industry for an innovative project? Still don’t get it.

Guillaume wrote a good post about this ‘phenomenon’ after getting similar questions from advertisers at the time he was still in the agency:

“How many times advertisers have asked me: "do your people have experience in our market?". I would answer: "Why? You want them to do the same as all the others?" When your prospect has a yoghurt brand, they’ll be so happy to hear you’ve worked for Danone or Nestlé. Even if you were only running around with coffee in the same building. They need it as reassurance. They want to make sure that you understand the yoghurt consuming human being. Actually, what they want is that you understand the Danone or Nestlé eating consumer and if you say yes, you’ll be doing me-too ads for a couple of years, until your prospect has decided it is time for someone else with the experience.”

He also made a good analogy with nature to explain even more why this isn’t a good idea:

“I use an example from nature to explain this phenomena and a solution. Listen to the frogs on a summer night. The frogs call. What they actually do is trying to get selected by a sexual partner. The frog that produces the most decibels probably has the best genes for the offspring. What happens after a while is that the frogs synchronize their calls. It gives them all individually the feeling they are loud callers. Just like small brands, they are happy to be part of something bigger. Off course, it misses its effect, because it will only confirm the big frog’s dominance. But keep listening, and you’ll see nature has found a solution to this. While all the frogs croak together, one little frog croaks off synch.

CRRRROAK!! croack. CRRRROAK!! croack

That is what you hear. And all the attention goes to the little frog.”

A lot of companies want to be different, want to zig when others zag, … but when it comes down to business they don’t act that way. They don’t hire people to zig.

“The lesson is this: If you want something new to happen, ask it to people with zero experience. Chances they come up with more of the same are small.”

Thanks again Guillaume. For this lesson and for getting me on board of the agency without having an agency background.

advertising, inspiration, marketing, strategy

experience, guillaume. duvalguillaume. modem, new, talent

Is technology slowing us down?

February 1, 2012 by Kris Hoet 0 Comments

Seriously, is it? This might sound like a strange question from a technology early adopter and yet I believe this is a valid question. I realize that technology is actually fueling growth, opening up new opportunities and markets, giving access to consumers that were previously out of reach. It’s at the base of many new products and helps us connect with the world. But it also seems to be a burden, a barrier for many businesses in that same quest for growth. Every week I see decisions being taken – with clients, partners or friends – that are based upon technology and that should have been taken weeks, months or even years ago. Or even worse – decisions which we all know are wrong from the start, but where technology forces to do things in a certain way. This is just an observation but one I encounter too regularly to ignore. And I think these are the main reasons:

People can’t keep up. Being an early adopter for technology is one thing. It opens up opportunities if you are one, but it’s not really an issue for business when you’re not. The real problem with the rapid technology development is that this rhythm is very different than the business/marketing rhythm of many businesses. Even if they know which technology offers real opportunities, they haven’t got the means nor the organization to cope with that. On top of that the early adopters don’t care about that problem, they’re too busy being first with something new that it’s not their problem that the rest of the world can’t keep up. That is not the biggest issue though, the biggest issue is that business are seeing that the gap between the expected level of change and the ability to manage is is getting bigger by the year. And that that is largely related to technology. I didn’t make that up, it was one of the key findings of the IBM CEO study.

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” Charles Darwin

How to judge the expert’s expertise? At the introduction of new technology, experts are born. These experts range from people that have been researching about this new tech for the last x years to others who have read a lot about all this over the last few days/weeks/months. That makes them pretty different even though both will claim their expertise in similar ways and in both cases they will sound pretty knowledgeable to all people that are new to the topic. I’ve always found this a serious problem because everyone knows the importance of a good introduction to something new, and how hard it is to change people’s minds when that introduction wasn’t meeting expectations. You never get a second change to make a first impression.

Wrong decisions from the (recent) past. Maybe the worst reason of all. Companies often know that the technology decision they’re taking today is not the ideal one, but that earlier decisions and investments define the window in which they can decide. That’s really unfortunate of course, it’s like the perfect way to maneuver yourself out of competition. It’s also a very challenging one, because at the one hand you would suggest to make sure everything is researched properly before making a decision (to avoid things to turn out badly later) and yet we’re already being too slow to begin with. A big part of these decisions are platform decisions and I don’t think businesses need to take more time to decide, I do believe they need to approach platforms different compared to what they do now. More on that in a separate post.

Organizational hierarchy. There’s no better way to put this than with Putt’s Law below – this may be from 2006 but it’s still very much true today. Make sure you have the right people take the right part of the decision when it comes down to technology.

“Technology is dominated by 2 types of people: those who understand what they do not manage and those who manage what they do not understand.” Archibald Putt

internet, software, strategy, technology, trends

business, challenge, expert, growth, issue, opportunity, organization, problem, technology

Social Media Forum: Social Currency

December 9, 2011 by Kris Hoet 0 Comments

Yesterday I did a talk at the Social Media Forum 2011 in Brussels. It’s a topic that I’m interested in since 2006 or so, the time Hugh MacLeod started talking about “social objects”. You’ll find out why when you keep on reading.

I started the presentation with a quote from Mark Twain I had found only a day earlier:

“The two most important days in your life are the day you are born, and the day you find out why” (Mark Twain)

The reason for that was mainly that as usual in social media related conferences (or actually on many of the stuff that is written about it online as well) is around tactics, hardly ever about the reason why. One of the other speakers asked a question about whether you need to be active on social media or building your own web presence, I think he used the reference ‘fish where the fish are’ to reference social media. To stay in that analogy that is like saying you should either ‘fish where the fish are’ versus ‘making sure your fridge is at the best possible temperature’. In that idea the tactics we’re all focusing in so much is just the same as thinking about tricks to get the fish to hop in the fridge themselves… that’s a silly idea isn’t it?

Enough about fish already. When I think about Social Currency, I can only think of it as the most interesting thing possible in social. What do other have to say about it though? That’s what you can see on the first few slides. A lot of explanation etc, and I can only think NOPE (thank you Chuck Testa). Why do I think it’s more than that? There are 2 cases I used to prove my point.

First one: The Blue Monster. You can read about that on my blog as I’ve written about it several times before, it is that what I believe made Hugh start to talk about ‘social objects’. Explaining what it meant for him. He called it the hard currency of the internet:

“The interesting thing about the Social Object is the not the object itself, but the conversations that happen around them. The Blue Monster is a good example of this. It’s not the cartoon that’s interesting, it’s the conversations that happen around it that’s interesting.”

It was the Blue Monster that gave me, Steve and many other Microsoft colleagues a way into the tech community to talk about Microsoft and how we (as employees) were convinced something was changing on the inside. Only because people didn’t understand why we used the cartoon ourselves. The question to explain that created that window of opportunity.

A more recent example, the second one I used in my talk was the “Bikers” viral we made for Carlsberg 2-3 months ago. I haven’t talked about that video on my blog before, yet there’s a chance you have seen it – as did about 13 million people since launch. You have to see it first before I can further explain:

Apart from thinking it’s funny, what was the first idea on your mind? There’s a good chance it was something in the lines of ‘would I have done that?’. Carlsberg launched their new baseline recently: That calls for a Carlsberg. And with that also a new proposition. It’s about a ‘reward for a daily act of courage’. And this was our (first) answer to that. Notice that you didn’t just talk about it, you probably discussed about it. It’s almost a social experiment.

That’s what Social Currency is about, a way to create value. That’s also why I think it’s a better word than object. And, it’s not just about talk value, but about discussion value. Make stuff worth discussing. If you keen on doing this, you build Social Capital. And that’s fundamentally much more interesting than learning about a few (ever changing) tactics first.

Hope you like that, feel free to comment. You can find the (small) presentation up on Slideshare:

belgium, bringtheloveback, community, conference, duvalguillaume, marketing, microsoft, presentation, quote, social media, strategy

#smf11, bikers, blue monster, carlsberg, forum, microsoft, presentation, social currency, social media, social object, strategy, tactics

Creativity World Forum 2011: Making ideas happen

December 4, 2011 by Kris Hoet 1 Comment

The Creativity World Forum 2011 had to live up against high expectations. When the event was organized for the first time in 2008 (in Antwerp) Flanders DC showed all other conference & congress organizers in Belgium what the new benchmark would be. I really enjoyed the 2008 edition and thus was really looking forward to the event. This years program was a good start. With people like Jimmy Wales, Keith Sawyer, Malcolm Gladwell, Scott Belsky, Oliver Stone, … it’s clear that the €300 investment for a packed 2 days would be money well spent.

I think that this years event had an even clearer focus on creativity than the one 3 years ago. With in my opinion 2 big topics related to that: the first one being about ‘how to be creative’ and the second one (maybe biggest one) about ‘making ideas happen’. Often speakers would refer to the fact that coming up with ideas isn’t that difficult but choosing between ideas and making them happen is.

The first day started with failure. Jimmy Wales said “don’t tie your ego to a particular business” referring to the fact that he himself had failed several times before starting with Wikipedia. It’s also the main reason why he likes Silicon Valley so much, in his eyes it has the culture that supports failure – in Silicon Valley one who fails is still better than one that never tried. Peter Hinssen in his talk made similar references to failure, definitely a popular topic. Peter focused even more on speed however, that’s where his famous ‘good enough is great’ reference is coming from. In the context of speed and the examples he gave that makes sense to me, in all other context I find it rubbish (as you could read right here).

“If you freeze an idea too quickly, you fall in love with it. If you refine it too quickly, you become attached to it and it becomes very hard to keep exploring, to keep looking for better. The crudeness of the early models in particular is very deliberate.” (Jim Glymph of Gehry Partners)

It was Alexander Osterwalder – known for his book on Business Model Generation – that used this quote during his talk. I liked the idea of putting even more effort into prototyping, which he sees as having a conversation with an idea. I like that. Another element that helps being better at creativity is collaboration. That’s the main topic Keith Sawyer talked about, debunking again the myth of the Eureka moment from the lone genius. Creativity is a group effort, ideally a cross-group type collaboration effort. See also my presentation on Agile Planning where I talked about this as well. Last speaker of the first day Malcolm Gladwell. In a sense he talked about the opposite of Jimmy & Peter earlier that day. Why is it that we tend to reward creativity/innovation so much on being the first to do something? History has proven that it almost never is the first to come up with an idea to be the one to market it. In his opinion the innovation strikes hardest when the tweakers come in. Really interesting but although being the first is definitely not enough, this talk almost sounded like a plea to be the third in all that you do… I don’t think that’s supposed to be the truth. I did remind me of a quote Tom Kelley from IDEO used during the first Creativity World Forum:

“The real act of discovery consists not in finding new lands but in seeing with new eyes” (Marcel Proust)

Presentations linked to a book always tend to be hyper structured. I like that. Scott Belsky’s presentation was one of those clear and structured talks. Probably no coincidence that he sees structure as a key element in making ideas happen, next to collaboration and leadership. Interesting thought on that last topic by the way – silence the visionary. Anyway, I’m a fan, make sure you check out the man’s work. Good start of the day as well, later on there was Jamie Anderson who kinda confirmed what we had heard before and then Garr Reynolds came to talk about Presentation Zen. Good presentation as to be expected, but maybe just a bit too many quotes and also it was great to see him stick to the timing, but still weird for a presentation guru to have to skip like so many slides to make that happen.

“In the beginner’s mind there are many possibilities. In the expert’s mind there are few.” (Shunryu Suzuki)

Probably the quote I liked most from all the ones Garr used in his talk. It is indeed of great importance to try and “unlearn what you have learned” as Yoda would say, to be really creative. How can you look at things in a really new way when your expertise makes it so that you automatically scope out what in your mind is not possible? You can’t.

Last but not least, final speaker of the 2 days, was Oliver Stone. He did a panel conversation with some Belgian movie director who’s name I’d happily forget, and I think we all just listened. Just think about all the movies this man has created, you can only respect that. One of the things he said that resonated most with me, something that I’ve been thinking about actively since then was the following question: “what’s the narrative of your life”? Something we should all ask ourselves from time to time. On being creative, Stone urged us all to think about the time we create for ourselves to be creative, because we’re not making enough time for it in general mostly because of the loads of distractions we have these days.

Key take aways from these 2 days:

How to be creative:

Create time – there’s no flash of insight, eureka moment but it’s more like an emergence of time. So create that time needed.
Prototype – have that conversation with an idea
Collaborate – get people together, cross-group preferably and share ideas liberally

Making ideas happen:

Choose between ideas – it’s more important to realize a few ideas, than to have created many
Organize yourself – creativity x organization = impact (dixit Scott Belsky)
Progress begets progress – show progress, surround yourself with it as it’s important to keep going that you see the results during the process
Share ownership of ideas

Make change happen:

The flip, the shift, … – it doesn’t really matter what you call it, when change really happens, it happens big time. This means that is impossible to stick with the things you know if you want real change to happen.

Thanks again Flanders DC and everyone involved for making this event happen. See you again in 3 years.

belgium, books, community, conference, creativity, inspiration, internet, marketing, presentation, quote, strategy, technology

conference, creativity world forum, cwf11, event, flanders, flandersdc, hasselt, jimmy wales, malcolm gladwell, oliver stone, peter hinssen

Stratégies Gagnantes: Agile Planning

November 3, 2011 by Kris Hoet 1 Comment

About a week ago I did a presentation at an event in Charleroi called “Stratégies Gagnantes” (which means as much as ‘Winning Strategies’) together with other speakers such as Michael Cawly (COO Ryanair), Nathalie Klein (Director Consumer Insights Coca-Cola), …I was asked to present about what I thought would contribute most towards winning strategies from a marketing point of view. This based on my experience in digital and specifically as Head of Digital at Duval Guillaume Modem, the agency I work for in Antwerp.

The topic I chose to talk about was ‘agile’, more specifically ‘agile planning’. We all know by now the world is changing, and it’s changing fast. So I didn’t want to go in to much about that, but instead focus on how we need to rethink the way we plan to cope with a situation that is always ‘in motion’. It was an easy choice to make since I’ve been fascinated about agile and about how we should use this thinking (that originates from the agile software development) into our business, into the way we think about planning for the future. Neil Perkin has written quite a few good posts about ‘agile thinking’ as key for anybody who wants to be more future proof. I’ve used some of his thoughts in this presentation.

In the presentation bring forward 4 ideas that need to be considered when thinking about introducing agile planning to your organisation:

Ideas from anywhere: get out of the organization silos – idea generation happens best when people across all business lines get together
Plan for the unknown: imagine what would be possible instead of solely relying on what you can deduct from past experience
Measure to improve: instead of measure to report – make sure you get the learnings when you can still adapt
Budget for change: make sure there’s time and money to make the change happen

Let me know what you think.

creativity, duvalguillaume, inspiration, marketing, presentation, quote, research, strategy, trends

advertising, agile, agile planning, marketing, strategic planning. communication, strategy

Who are you?

August 30, 2011 by Kris Hoet 0 Comments

Customer centric. Customer focus. I’ve heard it so many times, I’ve seen it written on dozens of business missions or as part of a brand’s values. Yet, I don’t believe it. Because quite frankly if you think about the business decision process within companies, which topics do you reckon come first on the list? Those about what the customer wants… or rather those about margin, reducing costs, maximizing revenue etc? And then you think maybe companies realize that as well, since we’re all buzzin’ about the consumer decision journey and stuff like that.

And let’s assume that companies really are customer centric. I wonder how they make it work, because simply put a lot of companies have no idea who their customers are. To illustrate this point I always show this little movie again: “The Break Up” (aka “Bring the love back”).

And I show it not so much for the reason it was created in 2007 but for this little bit where the advertiser replies to the consumer about not really knowing her:

“Know you? Sweetheart I know everything there is to know about you. You’re 28 … to 34, you’re online interests include music, movies and … laser hair removal. You have a modest but dependable disposable income. Am I the only one not getting the problem?”

That sounds about accurate. That sounds like how companies ‘know’ their customers indeed. So the point is, if you don’t really know who your customers are, how can you be customer centric? You can’t.

And that’s a huge issue of course. So it you really care about the full customer experience, you automatically care about who those customers really are. Thanks to research or just talking to them. Who are those people? What is keeping them up at night? What are their dreams? Etc. Companies do a lot of research to see how people feel about their brand, whereas they should research how people feel about themselves… and how they can affect that (dixit Lou Carbone).

branding, bringtheloveback, consumer, marketing, quote, rant, research

brand, bringtheloveback, business, consumer, customer, focus, marketing, mission, value

Stepping out of the App economy

August 16, 2011 by Kris Hoet 0 Comments

Sometime late 2010 we started working on 2 rather big mobile projects and they made me think a lot more about apps and how our thinking for mobile is all about apps. Today mobile equals apps, and we are being dictated by the likes of Apple how we have to deal with that. So how big of an improvement the introduction of apps on mobile has been, I believe we limit our thinking by that same evolution, while it shouldn’t end there.

There’s no better way to experience the hassles one has to overcome when developing apps, then to develop your own (especially when the app is for the iPhone). And it was an article on TC about Disney that acquired an HTML5 game engine that got me thinking about this whole app approach. Smart move from Disney by the way. Bye bye appstores, let’s develop game experiences the way we like and let people pay what we think is right. And for multiple OS’s at the same time, all in one take. With Android gaining market share and also WM7 that will take it’s part of the cake at some point, HTML5 mobile web apps make it a lot easier to build experiences across OS’s and devices compared to today, and without all the appstore hassle. And if you go further, when you think about developing for mobile first instead of web and then mobile, I believe there’s a whole lot of untapped potential.

But the Disney acquisition isn’t having any live results yet. I think the FT was the first really big one to have made a move to go for HTML5 and the last few days or weeks a few others seem to have followed. LinkedIn just released a pretty nice HTML5 experience for mobile and earlier this week Amazon launched a similar experience for their Kindle:

“It can do everything that a normal Kindle app can do, such as synchronize your library, your last page read and bookmarks. Yet, the Kindle Cloud Reader is more of a reaction to the draconian app store rules instituted by the Cupertino giant than it is a dynamic new version of Kindle.”

It’s probably just a matter of time before those brand start pulling their apps from the appstore, or at least stop actively updating those in favor of native mobile web apps. I’m with Gigaom on this one when they say that Amazon might as well be showing media companies the future of the web with this one. Also sites as Twitter offer a rich and very nice mobile web experience, nothing like it used to be anymore.

I can only applaud brands moving in this direction and I believe that although the idea of apps on your mobile were a great innovation, they´re only a step towards a very rich mobile web experience. What´s your take?

Bonus link: HTML5 apps that are scaring the pants off Apple

consumer, internet, mobile, software, strategy, technology, trends

amazon, apps, disney, ft, html5, internet, kindle, linkedin, mobile, web

Watch out Instagram?

May 23, 2011 by Kris Hoet 1 Comment

I must admit, I’m a fan of Instagram since day 1. I love the simplicity, how it deals with cross-posting but most importantly I love the way it makes me feel I’m actually not half as bad as a photographer.

So when I read that Mobli one-upped Instragram (and Color) I’m all ears (and yes I know those headlines are kind of a trap). Downloaded Mobli right away. Created a profile, took a picture, posted it… and will never do it again.

The point that Business Insider seems to miss is that it’s not about community channels based around tags or location. Nor is it about improving search for content or richer interaction. What makes Instagram so cool is that it creates ‘an illusion of creativity’ as Edward Boches so rightfully wrote:

“It strikes me that the real reason Instagram has taken off is that it provides us with the illusion of creativity. The brilliance of Instagram is that it lets us snap a most ordinary photograph and instantly “art it up” with one of 15 filters. It gives us the sense that we are better photographers than we actually are. We don’t have to do anything other than point our iPhone at the most mundane of subjects. Early Bird, Hefe, Sutor, Toaster and their fellow filters do the rest. We think that we are creating, expressing, being clever. But as Douglas Rushkoff might remind us, we’re simply being programmed. Told by this app what constitutes an image. Just as we’ve been told by Facebook what defines an online profile, a digital friend, or an endorsement. Just as we’ve been told by Tumblr the new format for a blog post.”

The fact that it’s easy to share cross-channel and that it’s doing all of this in the simplest way, focusing well on it’s core make it superb at what it does. But what made people love it in the first place was that it made you feel good about your photography, made you feel like your photography is also worth looking at, worth sharing. It makes me feel better about myself basically. And that’s a whole different ballgame.

bringtheloveback, consumer, creativity, inspiration, internet, technology

app, businessinsider, color, instagram, iphone, mobli, photography

Another week, another tablet

May 23, 2011 by Kris Hoet 0 Comments

For about 10 days now I switched my iPad for the Samsung Galaxy Tab 10.1 to see how they compare – thanks to Belgacom. First things first, this is the first version of the 10.1 (now renamed to 10.1v), there’s a newer one coming on the market that has the same name but is slightly thinner than this one.

The hardware specs on this tablet are quite impressive. It has a 1280×800 screen resolution, runs Android Honeycomb 3.0, has an 8 megapixel camera (that doubles as 1080p HD video recorder), Wifi and 3G and a 1 GHz dual-core processor. That all weighs just under 600 g making it a bit lighter than the original iPad (it’s also a bit smaller).

What do I like about it?

First of all – nice screen, solid battery, powerful, … everything you expect from a tablet that wants to be a serious competitor to the iPad. Getting the basics right is obviously crucial in this game so no remarks there.

It’s my first real experience with Honecomb and I must say that I was rather pleased with the result. It’s an intuitive experience and something I like about Android in general is that you can add more than just app icons to your screen. The widgets for recent browser history for instance is one that I use quite often and.

The tablet came with a data subscription and I was surprised by the loading speed in both browser as well as with downloads from the Android Market place when on 3G. It’s definitely faster then the data connection Mobistar currently offers on my iPhone.

Flash. You sort of learn to navigate around Flash enabled websites when you’re surfing on the iPad but it’s still annoying when trying to consult a webpage that cannot be displayed due to the no-Flash policy of Apple when it comes to mobile. The Samsung’s browser displays Flash just like you’re used to and that still is a nice surplus.

Last but not least

What can be improved?

I like the more solid, the more polished feel of the iPad. The Galaxy Tab feels a bit more plastic but as mentioned before it’s probably the reason why it weighs less as well.

What needs most improvement in my opinion has more to do with Android Honeycomb than with the device itself. Unlike with the iPad you cannot see which apps on the Android Market are built for tablets, meaning that most apps you download are regular Android apps. Those are decent apps – nothing against that – but they don’t use the screen estate like they should. Similar with the browser as most websites detect your device as a mobile device, defaulting to the mobile phone experience. You will have to switch to desktop version to get the full advantage of the tablet. Since that is a change you can make it’s just a little annoyance, the differentiation for Android and Android Honeycomb in the Android Market is something I would like to see changed soon though.

Overall pretty decent result and definitely worth checking out in my opinion.

[Disclaimer: Belgacom provided the Samsung Galaxy Tab 10.1v to me including SIM with data subscription]

consumer, electronics, gadgets, pr, software, technology

belgacom, galaxy, ipad, proximus, samsung, tab, tablet, test

Is ‘good enough’ the new black?

May 10, 2011 by Kris Hoet 17 Comments

During the presentations of last night’s Mobile Monday in Brussels (#momobxl – tablet edition) it struck me how often businesses’ seem to work with a ‘good enough’ strategy. It came up during Corelio’s presentation on their mobile approach as well as during SBS’s presentation on the 2nd Screen (Tweede Scherm). The basic idea to create something fast and put it in users hands as soon as possible. Now I’m a big fan of an agile and iterative development approach, I don’t like ‘good enough’ though. Good enough means ‘almost good’ as in ‘mediocre’. How can that ever be a strategy?

‘Good enough’ is also not very inspirational, it’s not very ambitious. A point I wanted to convey during the Q&A session of the event but without success. The response was that (especially the Belgian market) is still very small when it comes to tablets and that we need to be careful with the investments we make. We also need to be careful with what we wish for, since the general public is trailing us geeks and therefore obviously not into digital like we are. Fair enough, but why is that an explanation of ‘good enough’? The following analogy was made: “ we want to drive 300mph with a car and we’re only just figuring out what a car is, these things need time”. My take on that is that businesses (again especially in Belgium) are not dreaming of driving 300mph at all, they’re trying to drive a car the way they learned to ride a horse. In this case that means merely duplicating experiences on new platforms. And again, that’s still no reason for ‘good enough’.

It might be a Belgian thing, but I just don’t get it. I know, it’s a small country with limited reach and thus limited budget. But that’s no explanation on why things can’t be ambitious. What they can’t be great… instead of good enough. Dream big for god’s sake – “The bigger the statement, the bigger the idea, the bigger your brand will become” dixit Hugh MacLeod (‘the hughtrain’).