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That's the restraint of a label, it keeps us living in that box and functioning as if we were not capable of expanding past its limits. When I was asked by a client to write query letters to a potential target market I thought, "Sure, I can do that". When he also asked me to create a slogan, tag line or advertising concept for his brand, I thought, "Can I do that?" In previous leadership roles I had often espoused the benefits of committing to stretch goals that exceeded any self-imposed labels. I believed it, I lived it and once again it was time to test it. Try these strategies demonstrated in my example to conquer your next challenging creative project. Client Mission: Introduce Scootarian© as a brand name for motor scooters and apparel to the existing scooter market. 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