“Think outside the box” has always been one of the phrases I love to hate. In my agency days, it was something that echoed up and down the corridors, usually tripping lightly off the tongue of some overpaid creative director-type who couldn’t come up with a more helpful way to articulate his “vision.” The writers and designers would cringe in unison and wonder exactly what the hell they were supposed to do. Most of the time, they weren’t even aware they were in a box, never mind understanding how to get out of it.
Still, getting “outside the box” does have some validity in the world of marketing if you think of the box as the “shoulds” of marketing.
The myth of “best practices”
I have some bad news: there is no silver bullet, no 100% guaranteed roadmap, no one-size-fits-all solution. I also have some good news: there is no…
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