This was post of the month on Only Dead Fish (brilliant blog btw) and I definitely like the thinking. Basically, it’s the old idea of resisting the usual way of doing things and starting from scratch. But it has been named and given a more accessible explanation. I think we in advertising could apply this thinking a lot more. Yes we have briefs and budgets, but if we get better at putting briefs and budgets in perspective, the creative teams would have an easier time coming up with novel ideas.