Thinking Outside the B2B Box

Have you noticed how alot of corporate LinkedIn posts all start to look the same? After a while they all become echo chambers, with slightly different fonts and primary colors. Eventually someone breaks the mold - but it’s not easy. And it takes bravery. So how do you get that kind of out-of-the-box thinking? Turns out, you actually have to look outside the (B2B) box to do that. 

• There was a  Harvard Business Review article on innovation that struck us: “there’s great power in bringing people together from different fields … it can be a source for radical innovation”. That’s true. Think of Tesla. A posterchild for innovation over the last 10 years. When Tesla began radically expanding their brick-and-mortar global footprint they didn’t bring in automotive executives from Detroit. They would have gotten a watered down version of every dealership we’ve ever trudged into since the 60’s. Instead they hired an executive from Burberry. The stores and experiences they developed represented their singular vision and ignited a trend that traditional dealerships are still working to imitate. All because they thought out of the box. Literally. 

• Remember, regardless of B2B or B2C - behind the B and C is still a human being. So, next time you’re looking for innovative ideas for your B2B campaign consider looking beyond your company’s walls. Because the best idea may come from a person, a company, or an agency that has experience with completely different projects than your own. Like Scrubbing Bubbles, or electric cars or data analytics platforms. You might just break through the noise and make an impression your audience doesn’t forget.