Imagine a snowball rolling down a slope. Growing bigger and bigger, layer upon layer. The unevenness of each layer shaping the way the next one wraps itself around it, until the whole thing reaches the foot of the slope. That’s when you realize that what you’re looking at is no longer a snowball.

But a Yeti rolling in the snow. Glitches are just the same. They occur in our system because we never let ourselves constrained by what our business card says we do. Design, writing, strategy, project management, creative leadership. You may call them whatever you like. Sideway steps, deep dives. Or more conventionally, “unconventional (wink, wink) thinking”. Easily replaceable with “unexpected”, “out of the box”, “disruptive”, “cross-category”, “innovative” (and we could go on like this for a while).

Regardless of how you label them, here’s what makes them really special: They. Always. Do. The. Job. Brilliantly, at that, we’d like to think.