It was February 9th so says the Google Apps shared document but my thoughts and discussions go back many months earlier.
This series of blog posts aims to chronicle the development of how a dissatisfaction of the status quo manifested into challenging our approach to what we do.
We were sick of the "hard sell", we were bored with our own brand approach, we wanted to focus on showcasing what we do best, less production focus and more strategic creative.
I reminded of a quote "The riskiest thing we can do is just maintain the status quo" from Bob Iger, President and Chief Executive Officer of The Walt Disney Company.
I suppose there are many factors that instigate a need for change - either internal or external motivations - some we force upon the world and others are forced upon us.
Whatever the motivation, the one guarantee is there will be change.
When interviewing Ted Johnson, CMO, Minnesotta Timberwolves last year I was reminded that "attitude" is the one that makes the most difference. "Attitude is Everything"
My dear dad (RIP) also said that it is not money, size, education, or privilege but the focused team that gets the greatest results.
So my CEO challenge is to create a highly focused, innovative team with great attitude that resonates with our customers.
From a business perspective I suppose "attitude" is about culture - your people, your products, your customers experience,
It prompts the question what's the attitude and personality of your business? Is it Friendly? Risky? Innovative? Conservative? Arrogant and so on.
I'm suddenly back to snoozy Marketing and Psychology 101 lectures of Pavlov's dog, Maslow and Jung (Freud was just a sex fiend 
).
In my current world of online advertising and media there's much discussion around online behavior and contextual advertising.
But I think it's less about sophisticated targeting algorithms and more about connecting with people, of dealing with customers who appreciate, like and advocate your work.
How does your brand personality resonate with your customers? Do they like you? Do they share their experience with the friends?
