This month, inspired by an inconvenient, unhelpful and stress-inducing car rental experience, Adam suggested we spend some time exploring usefulness – not just plain usefulness as opposed to uselessness but understanding and appreciating the surprising and generous spirit of the ‘Startlingly Useful’.

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Article

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The Opposite of an App

Adam and family survive 90 degree heat and melting tarmac in a car hire queue in the South of France to learn some valuable lessons about convenience, usefulness and generosity in digital age.

Stories

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A Pig’s Tale

A story about an early, downloadable and portable device that fulfilled a specific task to make life a little easier. Think Different, in 1700.

Interviews

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I Want That One

In the over-crowded beauty business it’s not easy to know which product to chose. Here Marie McNeely talks about how Olay created a startlingly useful innovation at the point of purchase.

Takeaway

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3 Bits of Advice

Our challenger friends share their own experience, expertise and advice on a particular brand or business issue.