Better Odds: A Pointy Interesting Case Study

How revealing a hidden assumption prompted more effective ideas

There is a huge amount of bullshit in marketing case studies and awards entries. One reason for this is because the actual origin story of a good or successful idea can be very boring if it came from dumb luck, as they can. “One of our creatives was in the shower and thought, oh hey, what if…”

That story’s not good enough, so some retconning (retroactive…