Hypothetical iterations are difficult to digest but even more difficult to prescribe and present. Too often clients (and vendors) are stuck with a concept, framework or a rule set that extinguishes the possibility of creativity at a corporate level. Other times we are lazy. Sometimes we are fearful of presenting an idea that will be shot down or perhaps lack the energy to push for a radical change.

We often hear that an idea is only as good as it’s execution but we rarely hear that execution is only as good as the investment in the idea. The beginning of any project begins with an assessment of satisfaction. “This is good but could be better.” “This is terrible.” Or, “This is no longer relevant.” Whatever the present state of the project — something, or someone, ultimately decides that change is necessary.

This is your fork in the road. This is your opportunity. Do different to get different.

—Ian

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