A collaborative effort across multiple teams including editorial, marketing, and design, this campaign for CEB Ignition Guide Dashboard Diagnostic served as a lead generation initiative. The team made the decision to focus on the pain points of dashboard creation, venturing into an area usually off limits for CEB: negativity. The team hoped that by visualizing frustration, a more emotional response would be illicited from readers that would in turn drive action. To get there, the team held multiple cross team working sessions that involved working rounds to explore each nuanced avenue. The final deliverables focused on a tangled rope and assets included a microsite, interactive infographic, social media graphics, and a checklist for creating successful dashboards.