Another interesting excerpt from Wizard of Ads marketing guru Roy H. Williams. This morning he says:
"Ignorant people aren’t stupid but merely uninformed; a marvelous advantage when you need a perspective from “outside the box.” The truly naïve are so thoroughly “outside” they’re not even sure what you mean by “the box.”
When you consult specialists within your industry, you’re talking to the builders of the box, the guardians of the box, the faithful defenders of THE BOX. So when specialists fail to provide the innovative thinking you need, ask the opinions of intelligent people who have no experience in your industry. This is the second quickest shortcut to successful innovation."
Honestly, I had to read the section twice before I connected to his brilliance. In my consulting firm, we have had many instances where our greatest value to a client was in bringing a perspective that was completely foreign to their way of thinking, and how out of that 'ignorance' new insight is born, new solutions are created, and old problems are solved.
Thanks Roy.
Colette Acheson
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