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Agencies and brands are used to providing solutions to problems, but a digital world requires continual experimentation

When new technologies and communications services start up, they are invariably more interesting and enjoyable when no one is quite sure how to use them. Twitter was fun when it was a micro-blogging platform for people to test out ideas, start discussions, and ask questions of other people out there. Now it is a platform that can shut down conversation and debate. Everyone using it is so certain they are right that it is in danger of becoming nothing more than a noticeboard for bullies.

The people responsible for that, of course, are the users, the people who make the service what it is. Anything that requires action en masse requires certainty. But certainty suffocates creativity. What a vicious circle we seem to have got ourselves into.

Related: The lost art of the long view in advertising

Related: Luxury brands are failing in their storytelling

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