In my last post, I recommended that strategy teams spend 10% of their time–uncompensated by the client–looking for challenges that most marketers don’t even know exist. I call this concept “zombie time” as a nod to the book and movie “World War Z,” in which we learn that Israel anticipated the zombie apocalypse because they routinely assigned intelligence analysts to imagine the unimaginable.
So, assuming you haven’t received training from Mossad, how do you do that?
To begin with, it helps to have a knack for asking stupid questions. So, as Shock G used to say, “let’s get stupid!”