Want to know how to turn your pretty good brand into something really special? You need to shake it up, think outside the box. At least that’s what everyone says. But what if everyone is wrong? What if everything you needed to be spectacular was right inside your very own box?

The problem with thinking outside the box is the whole going outside business. We tend to think we can cherry pick parcels of genius from the ether.  The truth is, when we reach out and away, we move away from the very things that could set us apart. In an effort to expand our brand appeal we actually dilute its  potency.

Of course, we find inspiration outside of ourselves, however, [Read more…]