When building brands, uncertain times call for unexpected solutions. But while brand business leaders are under renewed pressure to be more agile, entrepreneurial and innovative, it isn't always that easy to turn ways of working around.

So, what can we learn from the brand founder mindset to help inspire effective creativity and productivity?

All too often, the processes we put in place to create efficiencies end up causing more problems than they solve. Formalised ways of working can lead to formulaic and uninspiring briefs, while traditional success metrics favour risk-averse solutions and can run counter to positive change.

Brand founders and entrepreneurs rarely run into such problems. The drive to tackle new and different challenges on a daily basis in the service of a bigger, more motivating vision, demands bespoke thinking and fast decision-making, with no room for standardised processes or comfort-zone familiarity.