I've been at this job for neaerly a year without any real inspiration or empathy for the audience. My 'task' has been essentially to optimize the marketing spend. While I was entertained to pursue the 'big idea', the reality has been otherwise.
It's just not commonsense to try to come up with that catalytic concept. PPl think in 'work' terms, as in, what can i 'work on' to get stuff done.
I'm going to reverse -engineer a fucking turn-around based on other successful turns, and build my crew of creative thinkers who can help me generate an emotional brand. And, I'm going to do it with a compelling business case.
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