Competitive advantage—we’re obsessed with it. Most brands don’t have it. They’d rather stay in their comfort zone, where risk is something you “mitigate,” and brand relevance is just a talking point. They’ll throw around a “disruptive” idea in the conference room but wind up right back in their beige corner office.

Then there are the icons that stay sharp and relevant, leaving your team with the question: Why didn't we think of that?