You see it all the time - Client briefs, agency presentations, awards papers - the great cop out.
This is a low interest category.
It's the universal panacea, the ultimate excuse, the dog ate my homework of the marketing world.
No wonder the work is dull, the thinking is lame or the creative...
"Consistency is the last refuge of the unimaginative" Oscar Wilde - Aphorist par excellence
David Lloyd George, architect of the Welfare State and the greatest radical in British politics.
I hold something to be true. That radical thinking, particularly radical strategic thinking works.