International Communication

Q5.
Q1
We view experiences as very incredibly valuable businesses, they are nature and assumption. There is a natural tendency in a company to think of its sphere of business or category as being special, with its own rules, intrinsically different from everyone else’s. However, challenge valued inexperience that is naively intelligent applied. Intelligent naivety is intelligence naively applied. A questioning and insight creation born of dynamically applied inexperience, rather than rich familiarity with the category, that has changed the face of the categories around us in the most profound way. It's the notion that you don't have to be the most experienced in the game to come up with the best idea. There are four benefits of applying intelligent naivety. The first is asking upstream questions that allow us to step back and ask those upstream questions that brands and brand owners more immersed in the category have lost the ability to pose. When challengers star to answer those kinds of questions, to find that fresh way in, they start to use a number of related techniques to formulate their potential solutions. The second key value of intelligent naivety is putting a whole new emotion into the category. Challengers transform a category, our relationship with that category, and in effect our criteria for choice in that category, is to introduce a whole new emotion into it. The benefit of third is overlay that rules and codes of one category onto another can simply be one of initial inspiration. The final value of intelligent Naivety is not knowing what is possible and impossible that is as challengers is that we do not know what is possible and what is not, so we are not going to screen out key opportunities on the grounds that ‘it cannot be done’. The range of potential challenges that we can make lie in one of the following: * Challenging some fundamental dimension or driver of our category * Challenging some