You Can't Control Emergence

There's a marketing campaign running right now that's about to backfire spectacularly... and the team who created it has no idea.

Complex systems produce behaviors none of their parts intended. 

Your campaigns interact in ways you never designed. 

Messages combine, recombine and impact your customers in ways that surprise everyone.

You can't control emergence—but you can control the conditions.

(If we could, marketing would be easy.)

This is the fundamental shift. 

Instead of trying to force specific outcomes, you design the environment where beneficial emergence becomes more likely than harmful emergence.