Third Pasture Thinking

This is a very simple tool I use in every brand session and brainstorm. A challenge I see every day in creating work capable of creating goosebumps is the external factors constantly forcing teams to settle too soon. Deadlines, margins, and fear all get in the way of us exploring truly unique ideas that could transform you or your client's business reality.

Imagine a pasture full of cows. There are three sections to this pasture, each separated by a fence. Each fence has a gap so they can access it.

The First Pasture
This is the entry point to the pasture. The grass is well trampled as the majority of the cows are in this section. They are here because it’s easy to get the grass they need; they don’t have to work hard for it, but it isn’t the best.

The Second Pasture
The next section in the pasture has fewer cows, so the grass is tastier. They have to walk a little further for this grass, but the effort is worth the reward. Over time, more cows wander in, and the grass becomes less appealing.

The Third Pasture
This pasture is further away, nestled at the back. It takes a lot more effort to reach this section, and there are very few cows who want to make the journey. But for those that do, they are rewarded with the most lush grass that has been left to grow.

Tell this story as a way to continue to push teams away from settling for average ideas. It takes effort to find those ideas that are truly unique and to not settle for the path well-worn.