Do We All Need To Be More Scrappy?

In this episode of Destination Discourse, Stuart Butler and Adam Stoker record together in Myrtle Beach for a conversation that gets personal, practical, and a little uncomfortable—in the best way.

Stuart introduces a framework he’s been shaping over time: scrappy always wins.

But this isn’t about doing more with less or glorifying hustle. It’s about something deeper. Scrappy is defined here as the intersection of courage and imagination—the willingness to challenge assumptions and the creativity to find a better way forward.

Stuart shares how growing up with visual impairment and color blindness shaped the way he sees the world today, forcing him to question norms and build solutions differently. That perspective has carried into his professional life, where challenging the status quo isn’t optional—it’s the job.

The conversation explores:

* Why “scrappy” has been misunderstood—and what it actually means
* The role of first principles thinking in breaking out of industry habits
* What it looks like to truly obsess over the customer, not just talk about it
* Why you have to be willing to “hug the cactus” and do the hard things others avoid
* How long-term thinking unlocks ideas that don’t fit neatly into annual plans

Stuart and Adam also reflect on real-world examples, including the creation of an award-winning TV show focused on neurodivergent travelers—an idea that didn’t come from following a playbook, but from rethinking what a destination brand could be.

At its core, this episode is a challenge:
In a world where technology is changing faster than ever, playing it safe is the riskiest move you can make.

If you’re in destination marketing—or any industry facing disruption—this one will push you to rethink how you approach your work.