Bold Creative Is a Growth Strategy

When you really want to try to get growth, you're going to have to try to do bold things.

Was there a moment that you realized that creative wasn't doomed to be an expense, but rather had the potential to be a wealth generator?

Powerful content that connects and can break through the noise is worth a lot of money.

It's worth millions and millions of dollars in revenue.

And more so than that, it's worth a lifetime of brand loyalty.

Audience building inherently means you have attention.

Human attention is also very fleeting.

Is audience building an asset?

What are we trying to say? And is this going to be interesting? And what would somebody say back to us? Like, what would their comment be? If we don't begin with that end in mind, I think we're not ready to go after that creative idea.

That idea, that concept has to be bold enough to engage your audiences.

Right, because otherwise it will be noise.

It's pretty cheap to get your content distributed.

So the question is, is your content

good? Part of the reason why outdoor brands struggle to produce anything that's interesting is because they don't have a strong point of view.

How do you think about point of view? When you have a strong point of view,

it means you're taking a position.

right it means you're making a choice you're saying this not that and lots of brands like

but we kind of want that too

and so then you end up with like cool we're kind of the middle of this and that you're going to end up having to choose are you going to split all your dollars and make no impact whatsoever