Intelligent Naivety
By Jude Bliss, 9/03/2010
The First Credo of Challenger Brand Behaviour – Embrace Intelligent Naivety.
The great wave makers in any category are those who are new to it—like Jeff Bezos, who came out of hedge funds to change the way books were sold, or Eric Ryan of method, who left advertising to reinvent the household cleaning business. Intelligent Naivety looks at the need for marketeers to break free from the clutter of little pieces of knowledge that are the basis of their strategic thinking in order to see the real opportunities for radical growth. It also offers ways for those already deeply experienced in a category to achieve this vital innocence.
[...] much better to have someone inside your organisation who can make you feel stupid with a few intelligently naive questions than to wait and leave that job to someone outside the organisation in, say, a vital [...]