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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  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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