The past few years of agility, iterative learning and sprints have come with a new type of efficiency.  We’re all now used to doing everything at breakneck speed.

But what is this laser focus at the expense of?

Innovation and creativity seldom come from this mindset – it doesn’t allow for anything other than reaching a goal.  And worse case, it can impede us.

We’d argue that true breakthroughs come from the edges.  It’s rare for a brand to be faced with obvious directions for growth, and if we only look straight ahead to achieve results, we’re not going to see anything new.

So, let’s not fall for the false economy of the single-minded sprint.  Make space for looking to the edges as part of the process and come to grips with the context in which your brand sits.