The creativity of constraints

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Restrictions are a common challenge for business today and come in all shapes and sizes – smaller budgets, fewer people and shorter time frames. Adam Morgan and Tony Franco argue that working with constraints shouldn't be seen as a problem, but a new capability for a new era of marketing that we all need to master.

It's the end of a long morning in a grey room in Geneva. The European president of a large packaged goods company is wrapping up the three-hour meeting with what he believes to be an inspiring message. "From now on," he tells his seated...

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