A three-part structure is key to how BGO both frees and focuses thinking and execution: THE CORE, THE CIRCLE, and THE COLLECTIVE.
THE COLLECTIVE is how we mix things up. Call it our grit in the marketing oyster.
THE COLLECTIVE is a constantly evolving network of outstanding individuals usually from fields well outside marketing and as varied as civil engineering, hacking, comedy, urban planning, criminal psychology, speed dating, rocket science, and beyond.
It is our practical response to the blindingly obvious insight that teams of nothing but familiar, well-developed, and highly experienced skill-sets inevitably favor business as usual — however brilliantly and creatively they do it.
THE COLLECTIVE is how we question the question and challenge received wisdom to open up new territories and pivot our perspectives.
Yes, it is how we cheat: feeding off connected, but diverse and unexpected talents, not just relying on the usual marketing suspects (however good we may be). THE COLLECTIVE is how we unlearn old habits and thought patterns to make blindingly obvious ideas obvious to all. It is our unfair advantage.
And ultimately, THE COLLECTIVE is how we stop circling and talking about new ideas and change to get on with getting new stuff invented, developed, and done.