How to go from corporate to captivating

Key Takeaways

Incremental Creativity


You can’t jump from a “zero-risk” corporate video to an
ultra-creative ad overnight.

Start with small creative experiments to help your
stakeholders get comfortable with new ideas.



Big Brand vs. Challenger Mindset


Larger organizations often have more to lose, making them
more risk-averse.

Challenger brands with fewer constraints can take bigger
leaps faster—but still benefit from a gradual approach.



Learning to Read and Approve Creative


Many teams and stakeholders aren’t used to evaluating scripts
or bold ideas.

Introduce them to the concept of “creative risk” in small
doses so they can learn how to give productive feedback.



Nitrogen Metaphor & Boiling the Frog


Guy uses a story about alien life forms adapting to nitrogen
as a metaphor for acclimating stakeholders to creativity.

Slowly turning up the heat (or adding “nitrogen”) ensures
your ideas can survive without being killed off prematurely.



Practical Next Steps


Try smaller, in-house projects that push creativity just a
bit further than usual.

Gradually build trust and familiarity among internal teams
before bringing in bigger, bolder campaigns.