Blue Dragon: It's not who you are, it's what you do that counts
Principal authors: Helen StQuintin and Neil Godber, JWTContributing author: Harry Davison, Maxus
Introduction
This is a paper about lateral thinking.
Lateral thinking and business success, and a brand called Blue Dragon.
The beauty of this story is best explained by a metaphor.
It's a metaphor involving not a dragon but a fish. The biggest fish in a small pool. It looks sleek and it looks successful. But actually, it's in a bad situation. The pool, you see, is steadily shrinking.
Here's where the clever...