A model from Ogilvy and Mather that’s a really interesting way to get to the heart of what could make your brand thrive. The intersection between what people care about (a cultural tension) and what you could be famous as a business (your brand’s best self) is a recipe for doing something good that matters.
Try starting from a question: “The world would be a better place if…” and see where you get to.
I learned it from Carl Mesner Lyons.
Check out The Big IdeaL on Ogilvy and Mather for more.