opportunity 4 of 150 This is the fourth in a series of articles addressing the opportunities that marketers should be considering if they are truly committed to maximising the return on their investment in marketing. When the originator of the term ‘lateral thinking’, Edward De Bono was asked to find a way of reducing the […]

opportunity 4 of 150 This is the fourth in a series of articles addressing the opportunities that marketers should be considering if they are truly committed to maximising the return on their investment in marketing. When the originator of the term ‘lateral thinking’, Edward De Bono was asked to find a way of reducing the pollution that factories pump into the Rhine he considered all of the solutions which to date had not worked, including taxation and fines. He then considered the alternatives settling on one that involved factories being required to put water-in pipes down-stream from water out pipes. This new solution worked – and pollution levels reduced significantly. Since the 1980’s governments around the world have been implementing initiatives to reduce the incidence of music and video pirating – including fines, increased policing and running advertisements appealing to the better nature of consumers. None of these solutions had…