Day 13: In a blank space, everything is art

Observation: Strolling through an amazing exhibition at the Barbican, I noticed some of the performers' shoes beneath the stairwell. Amongst the stark background, they appeared to be making a statement all of their own.

Anything in clear space has impact.

Opportunities:

- Why not try this for your marketing communications? It could be creating a separate micro-site for a specific product, simply highlighting its uniqueness. Test it against the traffic you get on your normal site. Some of the most effective ads I have seen start with this principle, creating a visual or aural white space at the beginning of a TVC that itself creates cut-through from the clutter of the medium.

- Place your business locale where least expected (but still useful). A small village that happens to be the central point between key commercial areas, an art gallery space or a container in the middle of a dock? The space itself will help you make a statement. Where you choose frames that statement.

- Similar to the 'Blue Ocean Strategy' concept, find the clear space in your industry and go there. A great example is a friend of mine who targeted the clients no other financial advisors wanted - those with less money. He looked after these clients well, they grew wealthier and his multi-million dollar business was built on referrals.

Who is the unfashionable target in your market? Could they be your clear space?