If you know before you look, you can't see for knowing

As we all reckon with the understanding and implementation of rapidly evolving Ai tools, it is critically important that we also seek to engage with people who bring outside perspective to our businesses and brands.

Typically there are enough people already onboard who love the brand and are fans of the category, so the trick is to not end up surrounding yourself with like minded followers.

A person who isn't operating with the same 'understanding' can bring a healthy level of clear sighted observation that will help reveal insights otherwise ignored.

In The Great Unknown, we believe in turning uncertainty into opportunity.