Tension is where great marketing lives.

Tension, not fighting or manipulation but a fundamental shift to what people are used to and doing something that brings about innovation or discovers new markets. The insight and ability to introduce the new idea that fundamentally changes how we have been operating. Whether the tension is with our self or our industry, it is good to have in order to attract the opportunities that come when we move away from the familiar.

Tension, not just for the sake of it but as a fundamental shift to our approach with the view of understanding that we will only get to legendary if we work hard in being disruptors of ourselves or the industry that we work in. Each industry has its own set of approaches, a way of actually doing things that enable us to swim in one direction with the lane. Without tension, we are like everyone and hardly stand out in how we market our products.