Managing expectation: the key to coming out of lockdown successfully
In his book Alchemy, Vice Chairman at the advertising giant Ogilvy, Rory Sutherland argues powerfully that doing the obvious is not always the right thing to do. It is certainly not the way to make breakthroughs, change paradigms or differentiate yourself from the competition. To do that you need to be creative. As anyone who has had the benefit of listening to him knows, Rory is a master of creative thinking. Customer insight As marketing agencies and practitioners begin to help their clients emerge from lockdown, I’ve had my own simple lesson in how doing the obvious thing is not necessarily the right thing. Europe’s largest golf driving range, World of Golf London, was among the first consumer leisure venues to get business moving again, when they opened their doors on May 18
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