As Paul Arden once said:
As children, we are all born with an amazing sense of wonder.
A unique perspective on how we see the world.
Our very own tone of voice.
Then society and education erode it.
Nurture pollutes nature.
Moulding it into something familiar that fits in.
My daughters had it when they were young.
Often performing spontaneous plays that became my fondest memories.
And as a parent, I still constantly strive to make sure they keep it.
I know Michel Gondry made sure his kid didn’t have computer games or the internet during his childhood. Just real craft materials, space and time to play.
I always try to hire teams that have that unique tone in their work.
That have worked at places where it is encouraged, not suppressed.
Then I constantly tell my teams to rediscover that child like sense of wonder and put it into their work.
Write like a toddler.
Express how they see it.
Behave like an artist in a studio with nothing to prove and no one judging them.
Just pure expressionism.
Creating work that they feel.
That provides a fresh and unique perspective.
That’ll make brands stand out.
That get liked and shared.
That’s simple, relevant and original.
So focus on being a kid again.