The Two Ingredients to Long Term Marketing Success

If you want to do something truly innovative in 2021, you need to create distance from business as usual. Traditional business structures love stability and predictability. Yet, many organizations believe the two essential ingredients for long-term success are creativity and innovation. We call the relationship between these two opposing expectations the Proximity Paradox – the belief that those who are closest to a subject are best-qualified to innovate for it. In reality, intense proximity limits creativity. We need to create distance from challenges in order to see the best way forward. There are three areas where you’ll find the Proximity Paradox affecting business: the way people work together, the processes you use to push work through your organization, and where your company fits in your industry. BIO Kiirsten May is the co-owner of UpHouse, a marketing agency in Canada. She and her business partner, Alex Varricchio, started UpHouse in 2017 with the mission to help in-house marketers create stronger brands and smarter marketing plans. Their team has won Telly Awards, Atomics Awards and has been recognized as one of Canada’s top 50 most creative agencies. Kiirsten and Alex believe diversity of thought, opinions and people make for better ideas and more resilient business. They wrote a book on this topic. It’s called the The Proximity Paradox. It’s a marketing book filled with practical and impractical ideas to kickstart your creativity. Contact the host Mark Fidelman at HTTP://www.fanaticsmedia.com or @markfidelman  Subscribe to the Brand Builder Podcast: https://apple.co/2QXzFnC

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