LOGIC DOESN'T WORK
A rulebook for breaking the rules by Charan Bhogal | Jan 31 2024
“DEEP THINKING IS AT THE CORE OF WHO WE ARE. SO MUCH SO THAT WE ADDED ‘THOUGHT’ TO OUR NAME.” — ISSUE 1, TO THINK
We declared it proudly in the first issue of our magazine, To Think: we’re proud overthinkers. We obsessively consider every part of the process. Deep thinking is our genetic code, but to set the record straight, deep thinking means nothing if the results are expected. We’re chronically atypical when it comes to our thinking. We don’t do the tried, tested and expected competitor analysis. Instead, we’re the sort of people that would see a connection between a 184-year-old villa in Tuscany and Beyoncé. Imagine how wild our workshops can get...
Honestly, logical-linear thinking is just plain boring and leads to predictable outcomes (yawn). The number of times I’ve seen ‘People’ as a value and I wonder–well, I know exactly how they got to that. Original.
When a client comes to us with a problem, we see it as a creative opportunity–to reimagine the ways we see, solve and stimulate. We embrace the weird, the wacky and the wonderful. We reject convention and introduce more imaginative approaches to pollinate, provoke new perspectives and unlock human potential.
Well, sharing is caring, so here’s some context on how you too can upgrade your thinking and embrace DISORDER:
1. RECOGNISE YOUR INTELLIGENCE IS A TRAP
It’d be easier if step one wasn’t denial, but let’s just admit it: we are all guilty of staying inside our boxes–even the smartest among us. Somehow our self-perception of grandeur and intelligence means we’ve gained the right to ignore objectivity and resist critical thinking. Really clever people are poor critical thinkers (sorry not sorry). Owning up to being a lazy know-it-all is absolutely pivotal to overcoming it. Say goodbye to your impaired vision (nail polish emoji).
2. ESCAPE YOUR POV
Now that we’ve recognised that we like the sound of our own voice, it’s time to find the exit sign. The world is your oyster, expand your horizons and go beyond your gut. Seek truth not trend. Use external sources that invalidate your opinion, challenge it and expand on it. Be receptive to different views, study them closely, making room for analysis and intuition. Welcome discovery at every stage to spark new emotions, and ignite your wonder.
3. BE INTENTIONALLY NAIVE
As strategists we’re often taught the power of probing ‘why’ to get to the root of the problem. There’s only so many times you can ask why. Trust me. So what then, instead of why? Ask other questions–go big. Don’t assume (because that makes an ass out of u and me). There’s no stupid question. Sometimes the most obvious questions lead us to the least obvious insights. Ask the questions where you expect you already know the answer, because chances are, you don’t. There might be valuable insights right under your nose. Case in point, if someone never asked, “What does a tickle look like?” there’d be no Little Miss or Mr Men.
4. QUESTION THE QUESTIONS
Not every problem has an obvious solution, and not every solution answers the right problem. So many brands end up focusing on a problem which they think is right, but our job is to identify the real problem and sometimes that means going off brief. Challenge what you’re asked to do, reframe it and reframe it again.
5. ALL TALK AND ALL ACTION
This is your call to action–get visual and vocal. Be proactive in your pursuit to engage–starting with yourself. Step away from the safe space between you, your screen and your keynote. Whether it’s a workshop, a kick off or a presentation, you have the licence to show ’em how it’s done and in turn, get the best results. Flip it on its head. Experiment. Make it fun. Make it hands on. Change location. Mix up the mediums–bring in physical objects, play with smells, adjust the lighting, get them to draw. Don’t just use your voice–entertain the senses.
6. RALLY POSITIVE COLLISIONS
Nothing new or great ever happens in isolation. You know it; I know it. So, never underestimate the power of people together. The diversity of ideas comes from the diversity of people. So as much as we want to find that red thread, we need to also welcome one-of-a-kind thinking, differences in opinion, and all voices. Want to know what a neuroscientist-turned-designer has to say about your brand? We pride ourselves on the backgrounds of our people–we’re not just strength in numbers, but strength in difference.
7. UNLEASH THE MAVERICK
Make the unthinkable, thinkable. Claiming you’re a revolutionary in your thinking and practice is very different to actually living-breathing-doing it. Wear your rebel spirit on the outside–be bold, brave and radical. Deliberately introduce the random, unexpected and unusual. And see where it takes you.
Image credit: Design Miami