People learn by comparison.

They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.

When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.

When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.

That’s a provocative statement, but hard to learn by.

Storytelling is the most powerful form of communication ever invented.

Through stories we learn, entertain, communicate, and socialize with each other.

Hegarty on Creativity by Sir John Hegaty of BBH

From your smart TV to your iPhone to your iPad, we’re seeing more but reading less.

All courtesy of digital technology.

Hegarty on Creativity by Sir John Hegaty of BBH