Colin Hutt, president of Primum Marketing Communications in Milwaukee, leads a team of strategic inbound marketing experts in creating innovative campaigns for a range of B2B clients.
“An innovative idea or fresh perspective can come from anywhere. While many executives focus on absorbing everything they can about their own industries, looking outside can make an even greater impact.
“Frank Lloyd Wright is a great source of inspiration for me – even though marketing communications might seem far from the world of architecture. When I was first introduced to his work, it didn’t really resonate. I knew of his work around Wisconsin, but it took an out-of-state trip to really appreciate his genius.
“Since that transformative trip to Taliesin West in Arizona, I have found even further inspiration in Wright. His success came from taking his clients’ requests far beyond their immediate desires. ‘Fallingwater’ is proof of this – the homeowners wanted to see a waterfall on their property, but Wright didn’t just give them a giant picture window. While this would have satisfied their request, he envisioned something greater and made it happen for his clients, who got to experience the water as part of their home instead of just seeing it from afar. While he wasn’t a perfect human being, his ability to push the boundaries of possibility and challenge his clients to take their visions further made him legendary.
“As business leaders, it is easy to overlook what is in your own backyard. To get the best results, you must take a step back from your immediate surroundings. Try to see your company or career in a new way. You never know – architecture, music, philosophy or even taking a different route home could spark your next bold idea.”
