• Build communication on cultural insights (make your communication inspiring and relevant to what’s important and really happening in people’s lives).
• Focus on a one core creative idea - Bigger, Better, Fewer, Further. Take one big idea and make it stretch.
• Have conversations and make an emotional connection.
• Evoke emotions don't portray them – don’t show people your version of happiness allow them to download it for themselves.
• Tell stories.
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