The creative mind can be a virtue and a vice. When you connect the dots, especially in a new way, its nirvana. But in order to connect dots, you’ve got to explore and understand a whole lot of previously non-correlated points.
Thus, my vice. An insatiable interest in endlessly unrelated topics. In the same conversation, I may say, “Did you know there’s an Amusement Park in Germany where you can run real heavy digging equipment?” and “5 Guys is coming to OC?” Seemingly unrelated, these fun facts may help shape a future macho guy promo– win a trip to Germany, for a company expanding into a new market.
Over the last 2o years, we’ve connected lots of dots for Fortune 500 companies across a multitude of industries. Those connections (the X! Factor) have driven sales, opened new channels of distribution, spoken to new audiences, and utilized new ways of communication.
