Why is it that when people hear, “Think outside the box” or “Let’s do something completely different,” they interpret it as “Whatever we've said about staying on time and on budget is forgotten; just be creative?"
Maybe that worked when we were little, in the world of crayons and cardstock. But it's not how it works in the real world with software and website design and expensive product designs, marketing efforts, and ad campaigns. It means sitting up straight and thinking of something fresh... not the stifling concepts you came up with on the last campaign you worked on, but something totally new. Get it?
