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How to Build Your Serendipity Skill Set—and Why You Should

Serendipity is a term that describes “happy accidents”—mistakes or random occurrences from which people benefit.

For marketers, it’s a skill that can create competitive advantage: The ability to spot the potentially fortuitous occurrences dismissed or overlooked by others and drive positive outcomes from the inspiration they provide.

Serendipity is more than dumb luck.

While the research into the serendipitous mind by Sanda Erdelez, Ph.D. and Christian Busch, Ph.D. is extensive, there are some fundamental behaviors marketing leaders can adopt to achieve—and reap the rewards of—this mindset within themselves and others in their organization.


building the mindset infographic


Today more than ever, it’s essential to stimulate serendipity: As marketers seek to lead in an industry that is evolving by the second, it’s important for us to see opportunity where others see problems or challenges.

To make sure your brand is prepared when the moment strikes, contact us.

B2B? B2C? Be More B4H

B2B? B2C? Be More B4H

Can a burrito change the world? That’s the question posed in Chipotle’s latest spot, strengthening the fast casual giant’s evolution into a brand for humanity (B4H). By integrating values into its mission that serve the greater good, any brand can become a B4H—exactly what more and more consumers want their brands to be. Read More

The Worst Times Can Create the Best Leaders: Here’s How

The Worst Times Can Create the Best Leaders: Here’s How

There’s a crass saying in public relations: “Never waste a good crisis.” While in reality, a crisis is never a good thing, true thought leadership in a crisis can help a brand weather the toughest storm and come out stronger on the other side. Read More

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