THE PROXIMITY PARADOX
A marketing book filled with practical and impractical ideas
to kickstart your creativity.
Traditional business structures love stability and predictability. Yet, many organizations believe the “two essential ingredients for long-term success are creativity and innovation. We call
the relationship between these two opposing expectations the Proximity Paradox – the belief that those who are closest to a subject are best-qualified to innovate for it. In reality, intense proximity limits creativity. We need to create distance from challenges in order to see the best way forward.
In this book, Alex Varricchio and Kiirsten May unpack ten common Proximity Paradoxes that affect a company’s people, processes and industry. Then, we share some practical and impractical ideas to create the distance necessary for your next great idea.
An especially valuable book for creatives, but equally applicable to all businesses that depend on innovation,
The Proximity Paradox encourages us to ask hard questions about how we work, how our businesses are structured and why we routinely find our creativity at odds with what’s asked of us as executors and stewards of the bottom line.
“The Proximity Paradox is both provocative and prescriptive. It will challenge your industry experience, best practices, and team alignment. In our digital economy, where creativity and innovation are in constant demand, business leaders need a new approach for meeting their client needs. The Proximity Paradox helps you see what you are doing wrong and how to fix it. A must-read for all agency and marketing executives.”
MK MARSDEN, 3-TIME GLOBAL CMO,
MANAGING PARTNER AT TOUCHPOINT STRATEGIES AND BOARD PRACTICE LEADER AT AVASTA
WANT TO KNOW MORE?
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