Morning coffee thought ... 𝙒𝙝𝙖𝙩'𝙨 𝙩𝙝𝙚 𝙨𝙞𝙢𝙥𝙡𝙚𝙨𝙩 𝙥𝙤𝙨𝙨𝙞𝙗𝙡𝙚 𝙬𝙖𝙮 𝙖𝙣 𝙞𝙙𝙚𝙖 𝙘𝙤𝙪𝙡𝙙 𝙗𝙚𝙝𝙖𝙫𝙚.

How much time do we spend trying to scale an idea?
Across channels. Audiences. Markets. Formats.

But scale doesn't prove quality or resonance. It just makes something bigger.
So what happens to an idea when it gets there?
Does it immediately invite participation? Does it change with context?
Does it antagonize?

Does it entice someone to do 𝘴𝘰𝘮𝘦𝘵𝘩𝘪𝘯𝘨?

Great campaigns aren't built by asking an idea to do more.
Maybe they're built understanding the one, simple thing the idea does really, really well.

| 𝗙𝗜𝗘𝗟𝗗 𝗡𝗢𝗧𝗘𝗦
𝘖𝘣𝘴𝘦𝘳𝘷𝘢𝘵𝘪𝘰𝘯𝘴 𝘰𝘯 𝘣𝘳𝘢𝘯𝘥𝘴, 𝘭𝘦𝘢𝘥𝘦𝘳𝘴𝘩𝘪𝘱, 𝘤𝘶𝘭𝘵𝘶𝘳𝘦, 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘣𝘦𝘩𝘪𝘯𝘥 𝘵𝘩𝘦 𝘴𝘵𝘰𝘳𝘪𝘦𝘴.