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Excerpt from Martin Lindstrom's Fast Company article:
"...Science has shown that human beings prefer routine roughly 12 times more than they do change. The more pressure we’re under, the more we seek to surround ourselves with familiar rituals and protocols to maintain an ongoing (if slightly spurious) peace of mind. This holds true for business leaders and managers, as well as consumers. Which helps explain why in the wake of the recession, such stalwart, time-tested toys such as LEGO, the Rubik's Cube and even Barbie continued boasting brisk sales. In shaky or uncertain environments, we slide by default into the proven, the tried and true.
Yet paradoxically, there’s no better time than in the midst of routine to disrupt business as usual by coming up with an apparently wild idea that thumbs its nose at every entrenched wisdom your company holds dear. Along the way, you might stumble across a random slogan that transforms your industry’s future.
Let me give you an example.
Less than a year after the Internet exploded into the mainstream, LEGO hired me to help them answer the question: Where should our brand go from here? Two weeks later, I showed up in LEGO’s company boardroom armed with a very simple strategy: Quit with the plastic pieces. Go digital..."
I'm sure you can see where this is going... read the full post on Fastcompany.com
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