Every business has loops. Some are driven by fear, some by tradition, some by distraction, some by lack of awareness or industry convention. Loops play out in every aspect of business today. They affect how we think, how we work, how far we venture and how we seek to make change. In the process, they stifle creativity. The secret to breaking those loops is unthinking.
We hear a lot about how fast and how much the world is moving. But when companies pursue innovative ideas to cater to what they think is consumers’ fascination with the new and shiny, reactions can be mixed. The trap for marketers in this is that there are different types of “newness”: from the ‘new’ people queue for, talk about, and go mad on social networks over to the ‘new’ that bewilders, confuses, worries, or even confronts.