95/5: The Rishad Tobaccowala Rule

Great idea from my colleague Rishad Tobaccowala of Denuo about how clients should approach learning about emerging media:

"Take some of the most interesting people in your company and, instead of putting them against your biggest existing business, put them against your biggest opportunities. Assign these people 5% of the company's budget to pursue the opportunity, leaving the rest of the company to deliver 100% of objectives with 95% of the budget. Do not, under any circumstances, cut the 5% of the budget assigned to the experimenters, and do not require them to move a single case of product."