The connection economy rewards the leader, the initiator, and the rebel.
Powerful advertising is anticipated, personal, and relevant.
Giving your team cover for their cowardice is foolish. Give them a platform for bravery instead.
Advertising is just a symptom, a tactic. Marketing is about far more than that.
You want something, you dwell upon it consciously for a while, you consciously imagine it coming to the forefront of probabilities, closer to your actuality. Then you drop it like a pebble into Framework 2, forget about it as much as possible for a fortnight, and do this in a certain rhythm.
The Internet is going to change marketing before it changes almost anything else, and old marketing will die in its path.