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As 2024 winds down, I wanted to take a moment to reflect on a year filled with growth, innovation, and connection. Alongside the Now Plus One team and our passionate experts, I’ve had the privilege of exploring bold ideas and uncovering powerful lessons alongside many remarkable brand teams.
This year wasn’t just about solving problems—it was about rethinking how we work, communicate, and innovate. Together with our client teams, we embraced unconventional experiences, gained fresh perspectives, and uncovered insights that will resonate far into the future.
It was tough to choose from the dozens of inspiring experiences and passionate experts we worked with this year, but here are five standout insights that challenged our perspectives and ignited our creativity:
Coca-Cola: Unlocking Radical Trust
In a truly unexpected yet eye-opening experience, Dominatrix Foxie Lou shared insights on the art of balancing trust and boundaries during our Insight Immersion for the Coca-Cola Scientific Affairs & Regulatory team in New York. This unconventional perspective shed light on how vulnerability can serve as a powerful foundation for trust in professional relationships. The team walked away with a fresh understanding of how open communication and mutual respect are essential for fostering collaboration.
Intuit: Thriving Through Agility in a High-Stakes Market
Alongside Intuit’s Business Model & Monetization’s team, we dove into the fast-paced world of premium cannabis in Chicago, at Market 96, where adaptability is the key to survival. The team explored how cannabis businesses have to navigate shifting regulations, meet evolving consumer expectations, and maintain the highest quality standards in a rapidly changing landscape. The takeaway was clear: success in a dynamic industry depends on staying nimble, embracing change, and continually innovating.
Hershey’s: Harnessing the Power of Storytelling
We had a blast at the Texas Immersive Institute with Hershey’s Design team, where we uncovered the transformative power of storytelling to inspire, connect, and shape perception. The team engaged in a variety of VR, AR and Metaverse immersive experiences that highlighted how narratives aren’t just tools—they’re the heart of brand identity and emotional connection. The session reinforced the importance of crafting stories that resonate deeply with both internal teams and external audiences, turning ideas into legacies.
Coca-Cola: Redefining Possibilities Through Design
Our visit to NASA’s Jet Propulsion Lab with the Coca-Cola Packaging Graphics team offered a glimpse into how design and creativity drive exploration. From engineering solutions for extreme environments to reimagining constraints as opportunities, the experience inspired the team to push their own creative boundaries. The visit underscored the idea that innovation requires thinking beyond the imaginable and embracing challenges as pathways to groundbreaking solutions.
Fairlife: Turning Waste into Wonder
As part of our Insight Immersion in Chicago with the Fairlife R&D and Sustainability teams, we visited Rebuilding Exchange, where we witnessed discarded materials being repurposed into functional products. We saw how raw materials—once seen as waste—could be reimagined to serve a new purpose. This experience challenged us to rethink how to incorporate reuse and sustainability into the design process, and inspired the team to consider more practical and environmentally-conscious business solutions.
As we reflect on these transformative moments, we are reminded that the most powerful insights often emerge when we step out of our comfort zones and embrace the unfamiliar. This year, the incredible teams we worked with demonstrated that growth isn’t just about achieving goals—it’s about challenging norms, exploring new perspectives, and finding creative ways to connect ideas with action.
The lessons of 2024 have reinforced our belief that innovation is born from collaboration, curiosity, and the willingness to see the world—and our work—differently.
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