If you were Seth Godin you would say it needs to be remarkable! You know, your “Purple Cow” idea that will spread like wildfire.
If you were Jim Collins’ you’d start with a Big Hairy Audacious Goal (BHAG). Cities like Las Vegas, Austin, Amsterdam, Paris, even Victoria, all have a created visionary cities by doing something big, hairy and audacious. (they’re all REALLY good at something, or have something they are known for).
If you were Hugh MacLeod you would come up with a social object. Something people would have to talk about, have to share with their friends, it’d probably be really cool. Read more
One of my favorite projects of my professional career so far has to be working with the Regina Police Service. I was hired to help with their marketing, in the months leading up to the project the Regina Police were really making a name for themselves and it was time to capitalize on their newly found online fame. Read more