Once we know what we need to say, and who we need to say it to, the next step is to determine the best way to say it. This is where the immense power of imagination comes into play. Yes, imagination is intrinsic to everyone, but it's something that few of us learn to control as we get older. In the advertising business, drawing on the imagination is integral to the problem solving process. It’s as important to us as a handshake is to a politician.

Here’s a neat exercise - think back to a summer night in your childhood when you first laid down on the cool grass and really stared up into the sky. Remember how small the world felt? Remember that rush of wonder? That’s the feeling we strive for on every project – because when we’re connected with our target audience, that feeling is their feeling. Thus, our imagination allows us to traverse the obvious, consider a core concept, and ultimately reach into the psyche of an “other” with whom we establish a meaningful dialogue.

Never underestimate the power of imagination. Without it, we’re all just boring adults.