Another example of going with the flow. How things are not predictable. Trade show in Australia -> Huge fire breaks out -> Organizers ban all printed material (Everyone had already printed them…) -> Pivot to new designs and Schwag and the premise of donating $1 to a reforestation project for every digital brochure download. This is a true North Star metric in action. Benefits that benefit not just the company but also the users. + a great way to make a brand connection, even without the obvious logo/type.
