Nothing is unthinkable

I came across Will Burns’ post Nothing is Unthinkable via Neil Perkin’s blog post of the month feature today. (If you aren’t familiar with this regular feature, it is definitely worth following, and participating in, and looking back at, if you like reading clever people saying clever stuff…)

I really like this article because it fits nicely with all the thinking I have been doing recently about ideas, where ideas come from, and how to get good ones. It focuses around how someone said ‘There are no new ideas’ and deflated everyone’s enthusiasm.

Apparently (according to Brainyquote, that bastion of useful less ful information) the quote is originally attributed to Audre Lorde, who I had never really heard of. Perhaps because I don’t like poetry. Anyway, she actually said

There are no new ideas. There are only new ways of making them felt.

which is quite a bit more positive than the colleague in Burns’ article. And it is also quite true.

Burns says it’s important to remember that two old ideas can make a new idea – this ties in nicely with the Steven Johnson stuff about half hunches. This is also true.

Can two seemingly opposing ideas both be true? What I think is this. Whether they’re old ideas or new ideas, as long, as Audre Lorde says, they’re presented and packaged in a new way, or applied in a category they’ve not been applied before, and so on, they are ‘new enough’.

More importantly, who cares if the idea’s truly ‘new’? It’s much more important to maintain a positive and encouraging atmosphere so that people can get on with bumping their ideas up against other ideas to make better ideas.

I’m not necessarily saying planners/strategists have to be cheerleaders – it’s just as important to be realistic and critical – but the role of the strategist is to work out ways of keeping everyone engaged – not just the target audience – but creatives, design team, account management, your SEM team, and even the client.

This is best done with lots of interesting ways of approaching the problem, of making whatever brand/product/service you are working on seem essential to human existence, of making solving that problem a challenge people want to conquer.

It’s not life and death in marketing, it’s meant to be fun. We’re coming up with new ways to sell stuff, in hopefully creative ways.

That’s pretty much it, actually.

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