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We are surrounded by a complex world. Moreover, it will not change, only an increase in the speed of business and social processes lies ahead, which means there are great requirements for concentration of attention on every detail, the obligatory presence of strategic and imaginative thinking, capable of creating variability of behavior in conditions of constantly changing social standards.

This is the main challenge of our time and at the same time a very interesting time for creative people, because old working models no longer function, and new ones only need to be created. Management is dead. Marketing is living its last days. Strategy? Perhaps it remained, but in the top-level format.

Progress now is the work of innovators, because they have ideas and the courage to implement them, perhaps like everyone else, they are afraid of failure, but they go to them and win.

The only thing that stops most geniuses is lack of self-confidence and lack of imagination. We need to move forward because we are an important part of the world. We are the ones who know the language of images, we have the largest cultural agenda and it is very important to remember this, integrating the best knowledge into innovative, corporate and business processes.

In order to win in an aggressive world, you should not focus on a new one. New is old. Today, it is not the new that is important, but the present, that which inspires. We want to live in the era of the actual, because it gives us joy, if you want intellectual ecstasy. It is important for businessmen, marketers and all creative people to understand: everything they do should bring people joy right now, in the present, create excitement.

Have a goal. You must have a dream that everyone would like to be a part of. Of course, it is important to work with your own identity, to strengthen generic energies, to create a legend for your company and product. True purpose is not born overnight. She is deep inside. That is why staying in silence and talking to yourself will help you come to it.

Have one, two, three ideas. And rank them in order of importance. The big idea is very important, and you should come to it gradually, but not necessarily right away.

Be able to change angles. Creative leaders know how to turn problems into opportunities.

Surprise with obvious things, as if spied at a nearby table in a cafe. To surprise with the obvious, it is important to learn to observe the natural course of events, to rejoice and to analyze sensations, then the obvious conclusions will come by themselves.

Create irresistible. We’re talking about the future outside of brands.