Having just tried out a pair at my friend’s house in Vermont, I was very excited.
But not half as excited as my 8 year son who promptly got to work transforming the empty LL Bean box into a fort.
I looked at the box, determined it had served it’s shipping purpose and started to put it in the recycle pile.
Fortunately, his imagination stepped in and he quickly reclaimed the empty box as a toy.
He spent the next hour cutting out a peep hole in the side, covering it with black paper (better to hide) and rigging a pretty sophisticated system to attach a light bulb to the inside corner of the box “just in case”.
Thank god for kids and their imaginations.
Now, I know you are probably thinking “this just proves that we don’t need to spend money on expensive toys for kids, we should just give them empty boxes.”
That was my first reaction too.
But then I stepped back and thought, maybe the bigger lesson is we should approach branding and creativity more like empty boxes.
E.g. more open to possibilities and forcing ourselves to look beyond the obvious functionality of something to really create something different….magical.
That’s my point of view. What’s your twist?
When was the last time you practiced “empty box” thinking?