Great marketing means taking calculated risks. You need to offer your message in an unexpected fashion or say something bold to get noticed. You need to consider a context for your communication that’s edgy. Especially today. Yet at the same time, we are all feeling cautious – business has been tough for many years now, ROI is everyone’s middle name. We have to be smart, it has to work – these are not the ingredients for great thinking. So I invite you to consider failure as part of the process of being great. I just read this article in The Wall Street Journal which really got me thinking. There’s also a 12-minute Ted Talk on a similar topic worth watching while drinking your morning coffee.