New ideas need a return to basics

Paul Feldwick

The article details advice for a research agency which is finding it hard to get its new approach (to evaluating and developing integrated communications ideas) accepted: those to whom it is presented love it, but internal stakeholders resist it, because they want the security of what they have always done.

New ideas need a return to basics

Paul Feldwick

Q We have developed a new approach to evaluating and developing integrated communications ideas. Everyone we present it to loves it, but is frustrated that their internal stakeholders, who want the security of norms and the legacy questions they have always asked, however flawed. Have you any thoughts on how we could help clients to break through this innovation barrier?Chris Forrest, The Nursery Research and Planning

A I can understand your frustration, Chris, but I'm not sure you can tackle this problem head-on.

I see three possibilities for what...

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