“…given our inability to predict the future (despite the fortunes spent on research) it makes much more sense to start lots of fires to see what takes hold and place lots of small bets…learning from them and then scaling up behind the ideas that seem to be working.”

Very interesting and relevant article over at BBH Labs.

Personally, I’m very interested in the concept of, “starting lots of fires to see what takes hold”. But without a ‘big idea’ or even an idea, what right does any brand have to be in that particular space? If we simply start doing things for the sake of them what does that do to the brand other than weaken it? Lots of smaller, innovative executions that fall beneath the umbrella of one big idea / ethos  - surely that’s the best approach?