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Beyond creative intuition.™
Perspective
Perspective is commonly confused with Popular Opinion. And that tends to serve as common practice among brand communications departments throughout Corporate America.
As we learned from "Charley's Law #1 — Mission," this is anything but ideal.
Business decisions rely on sound strategic reasoning. The kind that allows a company to justify bold action with the purpose of moving forward toward a market leadership position. And that can only happen when the individual point of view of the mission challenges a market convention.
As a test, the quality of any Perspective can be evaluated by whether a company finds itself falling into the "Follow-The-Leader" effect. Where competitors are moving quickly to mimic their thinking and actions in the market so as to not fall behind.
If not? The Perspective may actually be closer to Popular Opinion.
And that means back to the strategy room, and time for inner reflection.
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