“Once you grow up, you can’t come back” – J.M. Barrie, Peter Pan. Although true, quite a poignant statement when you think about it. The day we are born we begin our journey from childhood to adolescence to full grown adults. As children, we are full of creativity and have vivid imaginations. However, along the way into our journey of becoming adults, sometimes our creativity can begin to fade….
J.M. Barrie’s creation Peter Pan tells the story of eternal youth – the boy that never grew up. When Peter Pan entered Wendy, John and Michael Darling’s room he sprinkled them (with the help of Tinkerbell) with fairy dust so they could fly. He took them to Never Land.
Never Land is a place that can be found in the mind of children. Every child has a Never Land. It’s a place where your mind and imagination can run free. Every child has a different Never Land, (even though it might be slightly different) because every child has a different imagination. None the less, it’s a place for creative stories to be told.
In a survey devised in 2010 by IBM, more than 1,500 CEO’s from across the word rated creativity as the most critical factor for future success. Why? Creativity sparks innovation, innovation sparks change and change can attribute to success. However, even though I agree, creativity has to relevant. It has to represent the organizations brand, their message, their ethos. Creativity has to tell a story that customers can relate with, that can entice them and generate interest and more importantly a return of investment.
With the advancements in technology and the way in which we communicate, sometimes as marketers, we have to go back to and find….. Our ‘Never Land’ to tell a creative story. We in a sense, have to be Peter Pan but a Peter Pan that knows what its target audience desires and wants.
Never lose your inner child or you might lose your inner creativity. Never forget your Never Land.
“Never say goodbye because goodbye means going away and going away means forgetting” – J.M. Barrie, Peter Pan.
Emmanuel #EKs MarketingViews