Hard Button

Introduction

Remove the entrenched fantasy that hard things should come easy. You’re entering well-trodden territory here. Do lots of concepting to find a new way in.

Paragraphs

 

Examples

Old Spice “Painted Experience”

Gatorade “The Secret to Victory”

Nike “Failure”

TBWA\Chiat\Day “Do the Brave Thing”

 

Keys to Success

1. Thing 1 — It should be about this long

2. Something else — Could also be this long, too

3. Third thing — You’ll have to feel it out as you go