Excellent deck Ana. I loved the examples. But, as you point out, most companies and brands aren't even close to this. They take an easy and predictable approach to digital (and social) even if they don't see the type of return that your examples deliver. So what causes them to change? Talking? Case studies? I think the challenge is larger than that, unfortunately, I think it comes down leadership and a culture of innovation, which are usually out of the purview of agencies or strategists. Especially when most of the examples you give are resource intensive. But showing them certainly helps. Thanks for putting this together.

Apology accepted Mike and Brian. This is just another example pointing to the dichotomy between the way you act at work and in private life. Perhaps the gulf needs narrowing.

Thanks for the comment Nate. Just because you hand over content creation to your customers doesn't mean there's less work. It might mean there's more. I think it's a pretty common mistake to not act as a killer editor with these types of initiatives.

Thanks Bernie. Why the interest in Sweden?

Even if you don't take the last step and visualize it, this is still killer advice for thinking and communicating. I know people think the drawing is the hardest step but I notice that the empathizing is the step most people do least well. As a terrible artist, the book Back of the Napkin helped a lot. It's a perfect complement to this post.