We just finished a great naming and identity project for a new lifestyle/outdoor product. It's a very cool, edgy idea that is also practical and solves a problem that no one has really addressed before. Which begs the question—Why? The problem has been there for a long time. People are concerned about it. Yet no one had (until now) addressed it in a way that actually solved it. I can't say what the problem or solution is just yet, but our client came up with a simple, beautiful, solution because she was looking ahead. She didn't look back and say "Well, it's never been done, so why try?" She simply had an idea and asked "Why not?" That sort of thinking energizes us and inspires us to keep looking towards the future. Towards better days, bigger ideas, and the realm of possibility. There is a quote, and I am not sure of the author but it says. "Whether you think you can or think you can't, you will always be right."
Innovation begins with "Can".... the rest is just hard work and fun.
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