Successful companies rarely take chances. Why would they? Often, it’s hard to pinpoint why exactly why things are going well, so they’re careful not to rock the boat. It makes advertising them tricky, because the whole point of advertising is to stand out. To do that you have to be different from the things you are trying to stand out from. But looking different can feel risky. ‘Why take a risk? Especially now, when everything’s going so well?’ It’s why theRead more