#secretofcreation

Yesterday I found myself in Chicaque Natural Park… When I arrived, laziness ruled my behavior but as minutes passed by, my soul started to awake. My first ecological walk, my first climbing and extreme adventure was about to begin and I wasn’t even prepared psychologically speaking. Four hours later, my shoes were covered by mud, sweating drops fell from my face like an effort rain and slippery rocks presented to me the difficulties our ancestors had to endure in order to trade for food and several goods from one civilization to another. 

This hard yet magical experience made me realize why creativity and innovation emerged; I can affirm It´s all about optimization, time and velocity. How incredible is that we can spend 20-30 minutes up hill in a truck saving 2 hour track afoot? How unbelievable is to assist a job interview online in real time when before, calling and searching for a job was exclusively a word of mouth thing?

I really think our need to create is originated in saving time and doing things faster but efficiently. That is the real essence of all media and transportation. 

We have adopted this two commerce accelerators for a better use of time. Nowadays we live in a constant race to achieve our goals and they are each time higher and ambitious. We are in a generation of achievements, public ones and who ever hits hard and differently can gain world wide´s attention and influence. For that matter, as an advertiser I believe we need to base our interactions with our targets in really understanding they don´t have time to focus on elaborated messages that demand time to surrender into a brand concept or message. So, If we spend so much time developing strategies and creative approaches between brands/ companies and consumers, why can´t we redirect it to functional interventions in subliminal ways. 

What does that means? Think for a moment in the transportation model, we need to get form one place to another so the vehicle´s decision will depend on the time available for traveling and the budget. Apart from those two things, it´s a person´s must to use them. What happens with media? People are running away from useless and profitless appliances. That does not make us people that base their relations and actions depending only on the benefits in return. We only want to be on the loop, have fun, laugh, disconnect from that race and invest our time and attention on things that will contribute to our knowledge, to our road to success, to our happiness and well being. I really think we should focus our strategies in getting people´s need of media back. Lets show them we are not the enemy. That if we are writing monologues and creating interactions and brand experiences are for them to enjoy and be happy, for them to leave apart the daily routine and entertain hugging, kissing and loving a brand. But not only for the benefits he or she could gain but because they feel love and the need to optimize their leisure time in someone or something that cares about them; and by caring I refer to messages and impacts that increase their life standard.