Curiosity doesn't kill cats

David from Logic & Emotion wrote an interesting post recently on empathy, experience and curiosity.

This really got me thinking. Curiosity is a very under utilised term in advertising.

How many briefs have a little box for the target audience called 'What do we want them to do/think/feel?'

Just imagine how much more interesting our work could be if those type of boxes were replaced with a box marked 'How can we spark their curiosity?' Now there’s an idea don't you think.