Stories From The Fringe: The People Strategy Forgets: How to illuminate the mainstream by understanding the uncommon
Preface
The most engaging stories are usually the ones whose characters disrupt the norm and the expected. By understanding the fringe we can magnify the trends and insights we see in the mainstream and deliver more inspiring stories. Representative samples will always do their job in explaining consumer behaviour, however if we want to deconstruct the value and relevance of cultural movements and societal trends, going to the fringe can be highly illuminating.
Introduction
From a...