Disruptive strategies work and minimise envy

In this article, the author argues that creativity should never be killed at birth, even if it often turns out to be a bad idea.

Disruptive strategies work and minimise envy

Rory SutherlandOgilvy Group UK

Creative ideas can be kind of stupid but they should not be killed at birth, writes Rory Sutherland.

If you want to lead a sane and well-ordered life, do not marry someone who has worked for any time in the creative department of an advertising agency. For good and ill, the job instils in you a lifelong fear of the obvious: the urge to question every orthodoxy and to rail against every consensus.

This is tiring. Especially for people around you.

A few years ago, we decided we...

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