Awesome Jumper Land. Magical Escape Land. Best Place to Grow a Beard Land. But to what land of beards, jumpers and escapes are we referring? Iceland, of course. Travel and journeys are all about seeing things through the filter of your own unique perspective, and Iceland in particular seems to draw huge quantities of awe, admiration and joy from people.
Innovation is fermented at the margins with the angry, the ambivalent, the rejecters, and the 'do it yourselfers'. To some extent, provocation comes from getting inside the heads of the very people who have rejected you--or at least those who have an extreme or downright strange relationship with your brand or category.