I recently read a very interesting article by Roger Van Oech on being creative where he suggested that we “ask a fool.” “Why would I want to ask a fool anything?” I thought, but then I read further. When you think about it, that’s what Renaissance kings did to break out of the groupthink environment that their “yes-men” advisors had created. It was the fool’s job tore-frame any proposal under discussion to make it appear in a fresh light. He might extol the trivial, trifle the exalted, or reverse the common perception of a situation. For example, if a man is sitting backwards on a horse, why do we assume that it’s the man who is backwards and not the horse? The result: the fool dislodged people’s assumption and allowed them to see things more clearly.

Once the wall of assumption has been successfully scaled and you see more clearly than you can flex your risk muscle. Everyone has a “risk muscle”–you keep it in shape by trying new things. If you don’t, it atrophies and you’re no longer able to take chances. In today’s world (especially in today’s challenging economy) it is important to be comfortable in taking calculated risks. It usually feels easier to take the safe route but it is often not the best course of action. Whether you are on the creative or on the account side, your goal is the same: to please the client by selling their product or service successfully. Our clients are looking to us for our expertise, our ideas and our fresh ways of thinking, it’s what we bring to the party and, when it comes down to it, what they pay us for. Yes, sometimes we will fail, but if we are not failing every now and again, it’s a sign that you’re not doing anything very innovative. Ask yourself what the fool would say about your idea and then challenge yourself by asking how you can exercise your risk muscle.

by Roger Everhart, Associate Creative Director, reverhart@merricktowle.com