Commercial interestingness

My friends and former colleagues David and Jeffre have been thinking about interestingness longer, harder and with more commercial acuity than I have. They keep threatening to write a book about it and now they've dropped a taster in a WARC article. If you do advertising or communications or the like it's well worth a read.

(It's behind the WARC paywall but you can message David via LinkedIn and he'll send it to you)