Let's reinvent the wheel

I've just downloaded the IPA's Planning App - Fast Strategy, which is a series of tips for when you get bogged down in a particularly sticky strategic conundrum.

If I was to give a hint for this deck, I'm quite keen on "Reinvent the Wheel." I quite like the subversive idea of turning all those "creativity" cliches on their heads. Another one would be to "stay inside the box" - who knows what you might find there!

It's all a bit like Ecclesiastes Chapter 1:

"What has been will be again

What has been done will be done again

There is nothing new under the sun."

Or:

"There is no remembrance of men of old, and even those who are yet to come will not be remembered by those who follow."

Now, you can either take this as world-weary philosophising on the futility of living, or you can see the positive side. People in marketing have such short memories that the revisiting of an idea whose time had not yet come could be gold dust for your brand.

Or, "new" from whose point of view? To a new-born baby everything is new and yet to be experienced.

And then, there is the moon. And other suns...