Include The Fanciful

When I was working
in New Business Development
with a certain huge beverage company,
we would have,
what we called,
Blue Sky Sessions.

We would brainstorm
the strangest, most out there projects.
Space Cola
Air in a bottle
Drinks that changed
flavors
You name it.
We thought about it.

We didn’t ever develop
any of these products.

So why did we do this?

1) It expanded our thinking.
We were no longer locked in
on what was possible,
what had already been done.

and

2) It made us creatively happy.
New Business Development
is a creative position.
Our muses need to stretch,
to think of the different.
If there are
too many ‘work’ projects,
the muse rebels.
Sometimes it shuts down.
Sometimes it makes us dissatisfied
with our current positions.

When you’re brainstorming
new projects,
include the fanciful.