Rory Sutherland: Why Following Logic is Dangerous For Challenger Brands, Act Foolish To Unlock Opportunities Your Competition Don’t See
You’re being too smart.And, it’s killing your brand.Following logic.Leaning on experience as a crutch.When, ostensibly, it’s a shackle.Petrified of looking dumb.We pre-rationalise decision making.So many brands, including myself, after a honey-moon of magical momentum become sterile, pallid, bland.This moment is VERY dangerous for challenger brands.The Dip.Trough of Sorrow.Really bloody hard bit.Rory says here, we must ditch experience and logic.Instead, act with child-like wonderment a...