Think Again
By Filippo Maglio
Nat Geo’s campaign entitled “Think Again” and focused on a series of twists proposed to make people think and smile, really once again points out the human need of wanting to dawn, for another day.
The basic idea is: our knowledge is partial, often dictated by external factors to the facts. We are victims of a sort of cosmic laziness that prevents us from getting to the bottom of things. True? Not always.
What’s really remarkable is that in times of crisis, our sensitivity and our curiosity suffers severe mutations: at first we feel like to be on the edge of a precipice, close to defeat and then resigned, gave up. Then, clinging to a few blades of grass that miraculously sustains us, suddenly we are pushed by the innate spirit of survival, we start to become greedy and we realize at that moment, as illuminated, the existence of things previously ignored or took for granted. In short, we start living again rediscovering the world: think again! Rethinking and contradicting each other are two of the great advantages of human beings. But really, the thing that is interesting to note is that the crisis moments sharpen human potential creative and inventive: there are also statistics on that confirming this fact numerically. But it seems not so interesting!
The cow produces more milk listening to classical music (one of the messages of the Nat Geo’s campaign): what is that surprising? That it occurred to someone to submit classical music to their cows? That someone did it because he wanted to share with the beasts one of the greatest pleasures for human (or at least up to certain human beings)? The fact that someone has measured this benefit? The fact that someone is thinking of introducing classical music to cowsheds to produce more milk in a better way?
Think again means be able to questioning ourselves, finding new ways, being compared with themselves. And then: do not look for originality, but find it with ease.
We must seek new paths. It is not enough to clean up the ashes again. No time to hide the dust under the carpet.
The IBM advertising campaign, “Building a Smarter Planet”, goes in a similar direction. Slogans call us to understand how and why: “The technology is here”, “the people are ready”, “the time is now”. I really like the imminence of revolution. A little less, honestly, the fact that technology is put before mankind. In any case, I think that the key to winning is the sense of necessity, but also of release, seen in a positive way. Men and women, in a globalized world, see this building a new world in different smarter ways, how different are the experiences of individuals and how it can be tremendously positive the contribution of the individual in teamwork.
These are ideas, dreams, researches, visions. These needs are extendible, longer and longer. This is a new relationship between men. New relations between man and nature and between man and machine.
Simple, affordable, immediate things. Different scales, for the individual citizen, the metropolis, the state. Actions designed in your size. I am a craftsman: I can find a path for me. I am a lawyer, I find another route, suitable for my needs and in accordance with my life style.
And once again, this verb: “think”. Pensiero stupendo.
Filippo Maglio has led the business development efforts of numerous start-ups over a 10-year career, mostly in the technology sector. While having worked in privately held companies and venture funded start-ups, Filippo has excelled in helping launch very early stage companies from inception to profitability. With a strong background in direct marketing, Filippo has mastered ways to break through the toughest doors in the world to present unique products and solutions. Contact him at: filippo@gm-internationalconsulting.com
