You have to forget everything that you think you know, including all that you have learned from the experts!
A buggy pulled by a horse was boxy and squared, so the vehicles we drive today are (generally) a rectangle. The watch you wear looks a LOT like the wristwatch that your grandfather wore. Even how we speak has basically stayed the same for generations.
Many industries are bulit around old and antiquated ways because "That's how its's always been!"
Imagine what it would be like if the first buggy was shaped more like a "V" or an "L" or even an organic shape. What if we originally looked for the time of day on the top of our boots? Would the wrist be the place for time? Could our vehicles taken a comlete different tdirection if they started differently?
The answer is, "Of Course!"
That is why we have to Thimnk Difrontly. We have the challenge (and responsibility) to think up new thoughts, campaigns, ideas, and concepts that prokokes a new direction for all we do. Not just crazy and different, but purposeful and timely ideas.
From products, to messages that sell products..."Timnk Difrontly"