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Posing a wacky idea can start a team thinking creatively. When a client presented advertising genius George Lois with the problem of how to get people talking about the New York Nets, he suggested giving a jockstrap to every man, woman and child who attended a game.
Everyone who heard the idea howled with laughter, but they went on to pull apart its advantages and disadvantages in new and creative ways.
Lesson: A weird idea that prompts laughter can ignite a creative spark.
—Adapted from Marketing Outrageously, Jon Spoelstra, Bard Press.
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