A Meditation on Looking for New Ideas

“Everything that is, masks for us something that might be.” Paul Valery

Something to think about.

We live in the present, surrounded by what is. We work with what is. As marketers, though, we are constantly trying to achieve more and different: more share, more awareness, more favorable attitudes, more reasons for people to buy our products and services, more for them to buy from us.

How to get people to notice us? Like us? Stay loyal to us?

What would happen if we were able to strip away what is? What would we see if we removed the ‘mask’ of what is? I believe we could find revealed a great deal of possibility, and perhaps solutions.

Sometimes when I interview people, I ask them to pretend I’m a Martian and explain to me a behavior, or a product category. As a Martian, I can ask ‘why’ at the most basic level. And people, always wanting to be helpful to the newcomer to our planet, patiently tell me all about the thing. Together, we take off the mask.

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realize what they are revealing. And they certainly don’t have any idea of the “a-ha’s” that their explanations and stories reveal. But I do. And so do my clients, when we put it all together.

What might be can often be found just below what is.


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