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Why 'Adjacent Possibilities' Are More Profitable Than Bright Shiny Objects

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By Gary Hennerberg

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Identifying “adjacent possibilities” in your organization’s products and services has the potential to create something new, without the risk of chasing far-flung shiny object ideas with questionable ROI. I was recently introduced to the power of adjacent possibilities by long-time friend and colleague, Nick Usborne, at an American Writers and Artists Web Intensive workshop where we were both speakers.

The premise of an adjacent possibility is that something new can be created from two existing and adjacent ideas.

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Headshot of Gary Hennerberg

Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, 'Crack the Customer Mind Code.' He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

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