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SXSW 2022

Go Luck Yourself

Luck is a four-letter-word in business circles. But the truth is that fortune plays a part in every success story – and every failure. In science, it’s common knowledge that some of the biggest breakthroughs come from “happy accidents.” Or take biomimicry, a universal form of innovation where ideas are sparked by natural occurrences. And in business, luck is how a hunting trip led to the invention of VELCRO®. How a mermaid inspired a famous campaign for Amazon. And how a stolen rabbit spurred on Walt Disney. In this talk, Andy Nairn, one of the world’s top brand strategists, shares seven thought-provoking strategies to stack the odds in your favor. Drawing on everything from architecture to zoology to his own best-selling book, these tips will help anyone responsible for building a brand.

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Additional Supporting Materials


  1. How to gain strength from crises, criticism, flaws, limitations, rejection, hate and taboos.
  2. Draw from diverse sources, improve your innovative potential.
  3. Build your business like a tree, not like weeds.



Justin Zerrenner, Client Partner, Lucky Generals

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2 Startups
  • Level: Beginner
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