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...