04
10
08
CONTENTS
The Chinese word for “crisis,” “we ́iji” consists of two ideograms: “danger,” originally pictured as a man on the edge of a precipice, and “opportunity,” a reminder of the seemingly small but important opportunity that can come out of danger. Translated into English it means “A crisis is an opportunity riding on a dangerous wind.”
Content Marketing is playing with fire. Done well it cooks. Done poorly it can burn the house down.
Can we find the empathy in our design and create a more powerful customer experience in the process?
What does innovation look like when we're talking about content - a thing we've created since the beginning?