The ceiling on your marketing is not budget or regulation. It is the emotional state you bring into the decision. Most bold ideas die in self-editing long before they reach a review. This post examines the inner work of marketing leadership and offers a five-question framework for making braver creative decisions under pressure.

Two weeks into a new role, a product launch brief landed on my desk. A bear-resistant trash can. The approach was standard. The specs were ready. So I called the local zoo and asked to borrow a bear. What happened next changed how I think about B2B marketing forever. This is the origin of Disruptive Awe.

Struggling to decide which marketing ideas deserve launch? The Transformation Triangle helps B2B leaders evaluate campaigns based on surprise, significance, and story.