Negative to be Positive!
While it may be counter-intuitive, leading with a negative thought may be the best way to create powerful fun. I have been in the business of creating and developing valuable tools to brand and market for over 40 years. Connection brands to fun is the expertise that I have lived and breathed. One of the few common threads woven into all of the successful brand development has been starting with a simple question.
What is it you “don’t” want?
This simple question has led to great success across the board in life. For example, when the Phillie Phanatic was being created Bill Giles didn’t wanted the expected. When my company created the vision for the Mascot Hall of Fame, we didn’t want it to be reverent or formal. When we started to deliver fun to corporate employees, we didn’t want their leaders absent and when Gritty was created, Joe Heller the Flyers VP of Marketing didn’t want him to look too friendly (mission accomplished Joe!).
Why is the negative easy for us to define? Because we all have a Negative Brain Bias hard wired into our psyche after millions of years of evolution. We needed that bias then for survival but today we find ourselves still contented by the negative. We can leverage this otherwise irritant that effects our moods to help us become more successful, creative and healthy. What we “don’t want” is always visceral, crystal clear and easily to express. Once we do so what is left is what we “do want”!
This is a powerful tool that we use to start our mascot design process and have discovered it shortens the process and increases effectiveness. It works when we design a marketing plan for our clients by asking them first what they “don’t want” to be and that answer leads to more authentic storytelling. And it can work for you wherever you sit in life, taking less time and energy, to define what is truly important for you to focus on.
So, while dealing with your challenges about creating powerful marketing messages or just wanting to be successful in life, always ask yourself what you “don’t want” first because what’s left is what you “do want”!
Remember we can all practice our way to happy!
David Raymond is a popular keynote speaker and is the @Emperoroffun at the Fun Department. He has been profiled by the New York Times, HBO, Sports Illustrated and NPR. To find out how you can book him to speak at your next conference or meeting so your attendees learn how to be happier, healthier and more productive go to raymondfun.com.