As I work on another marketing campaign, I find myself circling back to the basics of creativity. Throw EVERY THING on the table. Leave no stone unturned. No idea is a bad idea. Think out of the box. Think into the corners. Take the box, flip it upside down, turn it inside out, and shake it. Make origami out of the box. Toss the box back on the table. Cut the box up. Make a mosaic out of the box. Edit out sections of the mosaic. Hold the mosaic up to the light source to see what shines through. Tilt head to the side. Look again. Change the angle. Look again. hmmmmm Think BIG. Look small. Stand up on a ladder and look down from a wider angle. Until finally, “what if we did….this?”
About THIS
“THIS” sounds like a good plan. This begins to set things in motion. This begins to take shape. Everything about this seems to be working. Everyone is happy about this. Excitement is beginning to build about this. This is a very good thing! This is a very big idea! Much is being said about this! There is so much to tell and explain about THIS!!
Unfortunately what sometimes happens and has happened, is this isn’t scaled. Sometimes when we get so excited about this new thing, we want to share everything there is about this. Unfortunately, not everyone wants to know every detail about this. Unfortunately, not everyone has the excitement of watching this develop. Not everyone understands our vision for this. What they do understand is this could be a very good thing for them even if they only use a small portion of this.
Think Nike: just do it. Think Apple: Hello. Think EA Games: Challenge Everything.
If your campaign speak keeps going and going and going like the Energizer Bunny, you may wear people out before they catch up with your this. Make it simple. Get on your Harley-Davidson until you can define your world in a whole new way.
Thinking big about speaking simply is power.
Complexity is difficult. Complexity will drown in the noise.
If you can’t speak simply about whatever this is, take a step back, think bigger about simplicity. Do something different with this. Look at the heart and soul of this. Simple will rise above the noise.
Think Big. Speak Simply.
Think Big, but Speak Simply About This
Aucun commentaire:
Enregistrer un commentaire