In brand planning tangential is something to which you want to pay attention. Learning comes from everywhere. The broader you cast your learning net the better. Anything to spark and idea. Any new way to look at data, information and opinion. Faris Yabok a learned and smart brand planner will be the first to admit his bailiwick is recombinant information and ideation. He calls it genius steals. To Faris nothing is new and everything is new. Tangential can be a good living…to a planner.
In business however, tangential is not a strength. Dan Guido, CEO of Trail of Bits, understands this. Dan is a master brand builder and world class infosec leader. He lives his business goals and plots the path there with rapt attention…minimizing distraction. He knows he can morph and slide the business based on demand and futures, yet tangents to core abilities need not apply.
You don’t get to be Faris smart or Dan smart without living with tangential awareness. The key is knowing what to do with it. On or off.