The currency of willingness and courage is what unlocks distinctive work.
observation — attributed to Marc Friedland
Friedland's read on what separates the brands and hosts that produce memorable work from the ones that do not is two qualities. The currency of willingness and the courage to do something different, with authenticity, thoughtfulness, and gratitude. The reframe matters because the conversation about distinctive work usually centers on budget, talent, or vendor relationships. Friedland's observation is that those are downstream. Upstream is the willingness to try something new and the courage to stand behind it when the safer path was available. Companies whose default is the safer path produce work that is competent and forgettable. Companies that have built willingness into their culture produce work that gets remembered.
For brand leaders, creative directors, and senior decision-makers thinking about what their organization is willing to attempt. The observation is most useful as a frame against the assumption that distinctive work requires distinctive resources.
courage, willingness, differentiation, authenticity