Brands and ideas brave enough to commit to missions beyond typical sales goals often disrupt category convention. These purposeful creative endeavors—if aligned to their audiences’ values—can significantly increase cultural and commercial impact.

To drive behavior, ideas need to be felt—in people’s hearts, minds, funny bones—and sometimes even goosebumps. Authentic connection can only happen when brands include, respect and reflect their audiences.

In a world full of noise, simplicity cuts through. Clear ideas are uncomplicated. Messages that are easy to consume are more easily acted on. Brands who define and commit to a Single Most Important Thing engage their audiences faster and with more impact.

Brave ideas rise above the sea of sameness. Well-crafted execution creates stopping power and elevates what is unique and ownable. Brands that stand out, get engagement.

They can flex and evolve to build varied stories and conversations that meet audiences where they are.

Campaignable ideas avoid wear out and build long-term engagement.

The best ideas often make us feel uncomfortable. That’s a good thing.  If it feels too safe, it probably is. But bravery isn’t just about boldness—it’s about the courage it takes to challenge traditional expectations.