Picture a client presentation – you go in with one strong idea, you deliver it with conviction, everyone loves it, no concerns, it gets a seamless and enthusiastic green light. So far so great, right? While in the moment this might feel like success (in fact, it definitely does), my gut reaction to this scenario would be “I’ve played it absolutely safe”. It would make me question whether I had taken the work to the depth it needed; whether I had sufficiently stress tested it to ensure it was really saying something. What I’ve got here is merely a concept that people love on instinct – but if it doesn’t spark further thought, questions or indeed healthy critique, can it actually lead to something meaningful? Or does it just sound great in the room?
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