Creativity takes you places. To all these unexpected places.
Ask yourself some questions and just imagine. Soon they will start to fuel your magic carpet ride. And you will find yourself in a building in Shibuya, a day in the Showa period or perhaps in someone else’s shoes.
Yes, questions can take you anywhere in place and time and to any emotional state, enabling you to empower the brand, product or service you oversee.
What if my brand had the power to change the world? What would it be?
What if my brand was loved by every single person? Perhaps hated? Or say, no one cared about it? If so, why? Why? Why?
What if I were to explain my brand to a three-year-old? How would I describe it?
What if my brand changed the place it resides in? Or the time it resides in? What change would this bring to our audience?
What if my brand saved problems for customers, just like that? What would that be like? Would it save people? Surprise people? Shock people?
What if my brand lived in the future? What would it say to the people of our world today? Can it claim that it lives in the future? Or in today? Or has lived on forever since the past?
What if the brand had the power to transform people’s experience? What would it do? How would it make people feel? Or change the way they feel?
In an era when things move at the speed of clicks, questions can help give shape to ideas.
So ask yourself “What if?” and embark on a magic carpet ride over the sea of creativity.
Roles and titles current when this article was published in January 2018.