Project Mayhem

In its first two weeks of release, the Bucket List has grossed nearly $40 million.  (A little background – the film is about two men with terminal illnesses who meet in a hospital and decide to live out their fantasies spelled out in their respective “bucket lists” – the list of things you want to accomplish before you… ummm… “kick the BUCKET.”  In their case, we’re talking about race car driving and other “laugh-in-the-face-of-death” acts of bravery.)

Now, I’m not casting aspersions on two of our nations’ finest thespians, but I’m guessing something’s resonating with moviegoers beyond the somewhat perverse thrill of watching two geriatrics skydive. 

Namely, the notion, “what would you do if you knew there were no consequences?”  Or, put a slightly different way, “what would you try if you knew failure didn’t matter?”  Or, taking this thought to its logical conclusion, “what would you do if you knew you couldn’t fail?”

That’s precisely the attitude we need more of when it comes to our creative ideation.  We don’t need a bucket list.  We need a F%&K IT LIST. 

Coming up with ideas that push the envelope and the client’s comfort zone is the easy part (ok, the somewhat difficult but usually get it done part).  The REALLY hard part is having the balls to actually share those ideas with the client.  Come up with a running list of ideas that you (and your client) would consider the edgiest of edgy. Then, at some point, in a casual setting, sit the client down and run through the list.  (“I know you’ll think these are a little out-there, but…”)

Smart clients will not only appreciate the creative firepower you have at your disposal, but respect your trust in them to share these ideas in a non-threatening manner.

And if they don’t respond positively?

F%&K it.