Branding, Strategy How To Turn The Unexpected To Your Business And Branding Advantage “The first step towards not fearing the unexpected but instead embracing it is to be aware of it. Here, we can learn from Nassim Nicholas Taleb and his unexpected black swan. But it’s important to keep in mind that there is usually much more to the unexpected than the downside. The upside of being receptive to the unexpected is that it becomes easier to turn the unexpected into a positive management strategy instead of a crisis. “The right method of building strategy begins with brand thinking and customer focus. Ensuring that a business survives takes constant innovation and creativity based on a genuine interest in the early warnings and weak signals from users and customers. Following these signals, instead of looking over your shoulder at competitors and desperately trying to disrupt the business, can lead to innovation in itself. Taking risks is a way for a business to always take the position to win, yet identifying worthy risks, and not taking unnecessary ones, is the key to success.” Article: Brand Strategy For The Unexpected