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common sense follows pre-conceived rules. it tells the world which tick goes in which box. uncommon sense does not. blank is a collective of specialists. we are conceptual thinkers. we lack the blind faith needed to conform to conventional business thinking. in a changing business world, convention no longer applies. we don’t just think outside the box. we understand that today, there is no box. it takes the ‘uncommon’ to understand that for brands to be more, originality is required. uncommon sense is our spiritual proposition.