By
Stefan Mumaw
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Is it Story-Driven?
As humans we're innately drawn to stories. It’s how we retain and pass along information. Stories teach, warn, entertain and inspire. When our ideas are wrapped in the context of a story, the brand character and qualities can be communicated freely.
Does it Scare You?
Risk is an essential element to creativity. If you feel there’s no risk in your idea, it probably won’t disrupt your audience, either. You don’t have to take a blind swing at the ball, but no one hits a home run without first deciding to take a big cut.
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Stefan Mumaw
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