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weight to a design opportunity, … is important, because the right story adds weight to a design opportunity, and helps to eventually transfer ownership from the agency to the client.
The risk of underestimating the hygiene level increases over time: even genuine innovations eventually become commodities.
Hygiene levels aren’t static though. They tend to move steadily upward, so an idea that’s novel today might feel like a commodity by the time it’s ready for launch.