When you write a book, you need to have more than an interesting story. You need a strong desire to tell the story. And that analogy is almost parallel to creating meaningful yet desirable brands.

There is never a typical route when one is looking for ideas. You can look at things that one often takes for granted or pulling information in a way that is both intelligent and accessible.

But looking at things in an entirely new way requires a new pair of lens - one that is constantly tested and changed. Be daring, for we are challenged.

People sometimes act as if you go to the epicentre of Cool, the idea comes unchanged from one direct channel and spreads everywhere. It almost never happens that way. The earliest adopters takes an idea and uses it in a form that the rest of us would never use, because we’re not interested in the extreme embodiment of some new idea. We’re more interested in something that fits our lives.

Culture is vested in our lifestyle - be it the environment, services or things. They have to be worthwhile, essential and almost maverick in an every day sort of way. They should not just reflect in the way our culture likes to think about itself, but awake the dreams of a next generation.

We are all made for meaning - one that has purpose and fulfilment. And by realising that life is not linear, that you can always go back, change and set new standards. And when we start to think differently, we start to see different options and possibilities. And brands are just expressions of that philosophy.

Welcome to the economy of Ideas.