Make boldness relevant to the buyer
Judge boldness by how well the communications address buyers' challenges and strategic priorities, not by how unfamiliar the creative treatment looks. Research should guide the messaging and format: what feels bold for one organisation may be routine for another. Taking a calculated creative risk does not require abandoning the brand.
For Siemens, technical reports needed to engage technical specialists and business leaders with different levels of understanding and different perspectives on the software's value. An interactive web experience brought Siemens's 3D software to life through easily navigable, layered copy. Readers could access the level of detail relevant to them, allowing a more adventurous format to retain the substance each audience needed. The experience presented Siemens as forward-thinking through its communications as well as its technology.
In Edelman's 2025 global study with LinkedIn, 60% of hidden B2B buying-group influencers associated a unique content format and design with higher quality. Choose distinctive formats that help buyers explore the capability, rather than novelty that competes with the explanation.
Sources: How to Inspire Decision-Makers to Be Bold, The problem with playing it safe