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Chapter 31. what if?

When Dave Allan and Matt Kingdon left their marketing jobs at Unilever to set up their own business in 1992 they had one simple goal: to create the best innovation company in the world. From experience, they knew they had their best ideas away from the office.

So they turned the office into a home from home, complete with rugs, armchairs and a table football game, hold client meetings in the kitchen and even run a company slate at the local pub. Such eccentric behaviour may sound more like student high jinx than a serious business, but at ?What If! they are hardened marketing professionals who have developed a multi-million-dollar business from harnessing the power of human imagination.


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