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'Use your own apocalypse to find a solution:' Alan Mosely

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GOA: Star India's knowledge seminar on the third day of 10th edition of Goafest saw 180 Amsterdam chief creative officer and president Alan Mosely delivering a key note.

He started the keynote by stating an innocuous example at his work place. For the breakfast meeting in his office, a bowl of croissant was always kept on the table. Though the meeting would be fruitful, no one would touch the croissants. The phenomenon went on for weeks after which the top level executives ordered for modification, the croissants were garnished, reflavoured, elegant plates were used but nothing changed. One morning an intern entered the conference room with a knife and cut all the croissant into half and the scenario changed ever since. 

“No one in a meeting wanted to eat like a pig, they didn’t have a problem with the taste but here the issue was size. The moment the size was reduced? the scenario changed. So if you tackle a problem in an obvious way you will never succeed,” he says.

That experience lead to a perception, which is the contemporary formula of the company - “Whenever you get into trouble keep going. Do a 180 degree turn. Turn the situation halfway around. Don't look for the secure solution. Don't pull back from the passion. Turn it on full force and that’s how we become 180 Amsterdam," he adds. 

In today’s world, facing a problem is emerging as an endangered species. Everyone either wants to run away from the problem or gives up the moment it arrives. “Facing a problem with force is the way forward. By running away from it we won’t achieve anything. We have to immerse ourselves in the product and come out with a solution,” asserts Mosely.

“We should know how to find better solutions and change human behavior whenever needed. If we take the example of Apple, the company was just days away from bankruptcy. It was a brand in apocalypse and it needed to change the perspective. The Think Differently campaign rejuvenated the brand and entire game changed thereafter. So we should use our apocalypse for a solution,” he adds.



 

Speaking on his interest in the Indian market, Mosely says, “India is a fantastic nation. The entire world is looking towards India. The country has a new government, which is encouraging businesses. Whenever we get an opportunity to invade into India and be a part of the great nation we will. However though, there are no such plans in the near future.”

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