"Good" is where courage goes to retire. Most marketing ships because it is finished, not because it is brave. The 9 Signals of Disruptive Awe give you a structured way to evaluate whether your work is technically correct or genuinely transformative. Score your next campaign before it launches. If it does not stir the soul, it does not qualify.

Safe marketing feels responsible in uncertain times, but it quietly compounds irrelevance. Learn how to diagnose your Awe Gap using the Transformation Triangle and design emotional contrast that drives real impact.

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