![]() ![]() Yet, we realized we've never revealed the one principle, which is perhaps the most powerful of all. These principles shape how we see and navigate the world, and inform how we create value for the people we serve. ![]() We've explained many of our underlying principles on our site and in our courses. When we started to write this essay, we imagined we would write about the benefits of having underlying principles supporting our efforts to achieve the success we desire.īut what revealed itself on the page is that there is one principle, in particular, that is essentially the ‘One Ring' to rule them all. … so when change inevitably rolls into town, they have to scramble to find the next “fix” (or fish) to duct tape to their business. So they default to “shortcuts” and hackery, seeking “fish” instead of equipping themselves with the ability to understand “how to fish.” Yet, most marketers and creative professionals are ill-equipped to deal with significant change. One thing is sure in life and business change is inevitable and constant, just as the sun will rise and set tomorrow. But teach them the principles that led to that answer, and they'll be able to think for themself, create their own solutions, and adapt to change. Give someone the answer, and they only have a temporary solution.
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