Socks and Underwear.

If you’re one of the more than 28 million people who have watched Westjet’s “Christmas Miracle” video, you know a couple of things. One is that it’s a textbook example of how to create content with maximum viral potential and boost your name recognition. The other is that caution doesn’t pay. Both the couple who wanted the flat screen TV and the guy who wished for socks and underwear got what they asked for. Who do you think was happier? If your marketing team sets goals cautiously because they’ll be measured against them, there’s a disincentive to set aggressive goals or try breakout campaigns. Better safe than sorry? Ask the guy with the socks and underwear. (