A few brief ways to twist your next brief
I was reviewing a bunch of campaigns I had stored up in my swipe file, and as I did so started writing what caught my attention about them.
Sometimes it was a consumer problem statement, sometimes it more of a clever reframe of how people should perceive a particular category.
I find this to be a useful exercise: twisting ideas, in brief ways.
It's certainly the core job we do as strategists to find ways to twist even the most 'boring' jobs, because there are no boring jobs, just boring strategies.
(Which isn't to say that boring jobs always lead to interesting work, but our job is to define the surface area of where interestingness can happen.)
Anyway, in no particular order, here are some of the things I wrote down. I hope they help you with a project, a pitch, or just as a lil' intellectual poke.
A new home unlocks a whole new set of emotions.
A product with strong flavours is a swagger-y version of itself.
Every rabbit hole has the potential to unlock something great.
Gambling is a giant magnet that can pull anyone.
Good clothes make you feel like the sheriff in town.
Good value makes shopping feel less like a grudge.
Grief isn’t a stopwatch, it’s a slot machine.
Gyms are less intimidating once you see everyone looks ridiculous.
Meaningful love shows up in the messiest moments.
Men don't want to talk about cancer unless it feels like banter.
Moving house feels like a game where you'll never win.
Nothing feels like the first time you taste something new.
People find all sorts of reasons to not want to sell their home.
Smart decisions are especially important in stupid situations.
Social embarrassment is one of the big causes of insomnia.
Style is finding joy in travel when everyone finds it a hassle.
Talking about your funeral is the most generous thing you can do for those who will need to handle it for you.
The joy of life is to put effort into chasing simple pleasures.
There's always something to worry about in your own home.
We value things when we know they're done well.
We value things when someone takes them away from us.
You may disagree with the articulation of these statements, but it's undeniable they help you think about things in twisted new ways.
And that's really the value of what we bring to creative conversations.
