Richard Shotton: Marketers are missing out because of a fear of being different

Rick Barry is a basketball legend, one of the best short forwards ever. Nicknamed the Miami Greyhound for his speed and slight frame, he scored more than 25,000 points in his career.
There was one area in particular where he excelled: taking free throws. He converted 90% of his shots – the best performance ever when he retired in 1980.
The 6’ 7” player attributes his success to a rarely used technique. In stark contrast to other athletes he held the ball between his legs and t