2. WHAT IF…
What if we started to look at everything around us in a completely different light? What if we reframed
every proposition so that it revolutionized how clients and consumers saw them? What if we realized
that anything was possible, if you just try? What if we changed our industry from reflecting culture to
creating culture? What if we actually did it rather than talking about it? What if?
3. WHAT IF…
Today begins the era of ‘What if’. Today we start questioning everything we do. Today we approach
every problem as an opportunity. An opening to a conversation that has yet to be had, or even thought
of. Today we begin by asking a simple question every time we look at our work… ‘What if’.
4. WHAT IF…
What if we positioned this brand so that it revolutionized its category? What if we created ideas that will
scare our clients? What if we broke free from our role and developed an idea that made people think
completely differently about a brand? What if we created ideas that evoked an emotional connection with
people rather than just pushing our products on them? What if?
5. WHAT IF…
What if we changed our approach and vocabulary? What if we stopped thinking of brands as brands,
but rather as conversations between products and people? What if we stopped saying consumers and
targets and just realized that they are actually people. People who live next door to us and actually feel
something? What if?
6. WHAT IF…
What if is great, but ‘What if’ can’t just be two words that we say? It has to be core to everything we do.
We must make an active effort to push ourselves to think about what could be… where we could go…
what we could do. ‘What if’ has to push us. It has to make us a bit uncomfortable. Otherwise we’re
just resting on our laurels. What if?
7. WHAT IF…
What if we created an action guide that we all lived with. It would start with the first thing we do that is
routine in the morning… waking up and getting ready. What if we had something different for
breakfast? What if we took a different route to work? What if we broke our own routine? How would
that start our day off in a different manner that could prompt us to approach the issues of the day in a
different manner? What if?
8. WHAT IF…
What if we gave this idea to our clients? How would they feel about us? What would they expect from
us? How will we live up to their, and more importantly our, expectations? How do we convince them
that subjective ideas are actually right? Because sometimes the best ‘What if’s’ are just speculation…
they are ideas that haven’t been tried yet. They haven’t been vetted. They cannot be tested, because the
the best ‘What if’s’ will push people to think about their current situation in a foreign way, but when we
actually implement it will become incorporated and expected in their life. What if?
9. WHAT IF…
What if we went off-brand every once and a while, just to see what may be possible? Sure, we’re
breaking our own rules, but we came up with the rules so why can’t we break them? In breaking the
rules, we will most definitely find what we never thought of… because we’re coloring outside the lines.
We’re ideating where we haven’t before. Exploring territories that no one expects. Getting people
excited about something that makes them feel a bit differently about the current situation. What if?
10. WHAT IF…
What if cannot be branded. What if isn’t a novel idea. But, actually approaching the world with a ‘What
if’ mentality might be. Living the ‘What if’ lifestyle is a subculture that most mainstreamers pose being a
part of. They buy products that started as ‘What ifs’. They say they are breaking convention, all the
while they live safely. So, what if we were the ones that fully embraced the idea of ‘What if’? What if
we forced ourselves to live it every day? Not celebrating when we do it well, but rather punishing when
we don’t. What if?
11. WHAT IF…
What if these were our rules?
1. When we think it’s done, we push ourselves to think of 2 more ideas.
2. Don’t test ideas, but rather test the waters and ideate on where we can go.
3. Argue with each other with opposing points of view – never compromising, rather finding a 3rd way
that is better than either of the opposing sides.
4. Go outside our comfort zones and responsibilities.
5. Make something everyday… just to make something.
6. Constantly explore the world to find what is currently driving culture and then become the creators of
what will be next.
7. Stop asking questions – start answering them.
8. Quit talking, start doing.
