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Chuck Porter: How do you change the direction of your business?

Rather than pondering on what will happen tomorrow, Chuck Porter, chairman of Crispin Porter + Bogusky, focuses on doing something else today. 

FAST COMPANY: How do you change the direction of your business?

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CHUCK PORTER: We’re in the manufacturing business, and what we manufacture is ideas. We don’t really think a lot about strategic direction, what we think about is trying to do something very, very brilliant, today. Before we go home today. And sometimes, some of those solutions turn out to use a new medium or a new technology and those ideas lead us into a new strategic direction.

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