the joy

As someone who gets sucked into a lot of meetings, it's easy to forget the simple joy of a good brainstorm. I carved out a couple of hours last week to sit with a team and just play and, damn, it was fun. It's a challenging category, but this is an opportunity to show the client not only that we get it, but that we can knock it out of the proverbial.

Seeing the way forward was hard; the team and I frankly had a block, not being able to see past what everyone else in the category is doing. (And, um, that's not a compliment to the category.)

But we just kept at it, saying bad things, goofy things, anything. We had to trust each other, not judge each other's goofiness. Suddenly, what seemed like a bad idea was revealed as something interesting, something that no one else in the category has done. And slowly, other possibilities opened up, too. 

Sure, it's work to keep pushing when there's no clear answer, when everything you say is wrong. But that's how new things happen.

And there's nothing more fun than that, "Holy crap, what about this?" moment.

It's why we do what we do.

(Well, me anyway.)