New. The need for difference. Something fresh, fun, never  before encountered, unexplored. ‘New’ is sometimes all it takes to grab our attention, stop us in our tracks or take a deeper look at a product. What is it about New that is so invigorating to us?

Is it because we get bored easily? Despite all the tools, toys and entertainment outlets designed to keep us interested and engaged. Or perhaps we are wired on a more primal level to seek, discover and explore uncharted paths? Whatever drives us, the quest for New certainly plays a key role in what we read, watch, listen to, purchase, share etc.

That’s not a knock on the culture of New’s polar opposite arch-rival- the culture of the Familiar. But New is a powerful force that when used with creativity and strategic intent can add velocity to ideas.