Create ideas using:Screw It Up Intentionally

Intentionally screw up your own launch - promise the moon and deliver a rock. If the fallout is more compelling than the product ever could be, you've created a narrative that burns itself into the collective consciousness.

Screw It Up Intentionally creative technique example

What should I intentionally screw up without it backfiring completely?

Remove something expected but not essential. The intentional screw-up should create noticeable tension but not actual harm. Take away your logo, limit product availability, shut down on your busiest day - things that demonstrate commitment to a principle while still being reversible. If screwing it up genuinely hurts your business long-term, it's martyrdom, not marketing.

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How do I make sure people understand why I'm intentionally screwing things up?

The reason has to be crystal clear and worth the disruption. Don't make people guess. Explain the 'why' immediately - you're proving a point, demonstrating values, or challenging norms. If the screw-up feels random or the reasoning is weak, people will just think you failed, not that you're making a statement.

Example: How it could look

REI closes on Black Friday - their biggest shopping day - and pays employees to go outside instead of working. They intentionally screw up their own revenue to prove they actually believe outdoor activity matters more than consumption. The screw-up is the message: we mean what we say about getting outside. Costs them money, earns massive respect.

Or like this:

Why is Screw It Up Intentionally a great technique?

Screwing it up intentionally proves commitment by deliberately removing or limiting elements most brands protect, demonstrating values through sacrifice.

Creates powerful proof of authentic values

Generates massive PR through bold action

Differentiates through counterintuitive strategy

Builds trust by showing principles over profit

Anyone can say they care about something. Intentionally screwing up your own business to prove it? That's memorable. When the sacrifice is real and the reasoning is sound, screwing it up intentionally becomes the most powerful brand statement you can make.

! When not to use the Screw It Up Intentionally Technique

When you're screwing things up for shock value without genuine principle behind it. An empty screw-up looks like a publicity stunt and breeds cynicism.

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