The Power of Originality: A Lesson from Costa Rica

The Impact of Originality

Originality is a crucial factor in capturing the attention of your audience. When you look at the headlines and advertisements on the web, in newspapers, and other media, you'll notice a lot of repetition. Most of these barely make an impression on your consciousness. However, original ideas, like the Energizer Bunny, leave a lasting impression. This bunny was the product of a highly creative advertising team, demonstrating that originality can make a significant difference in the market.

The Challenge of Being Original

Being original is not always easy. Most people within a specific culture or ethnic group tend to come up with very similar responses when presented with a word, concept, or product. Interestingly, we all tend to think our response is unique and special, and that no one has previously thought of it. This phenomenon is something I've noticed for a long time, at least for as long as my name has been June.

The Trap of "Same Old, Same Old" Thinking

Despite being aware of the importance of originality, it's easy to fall into the trap of "same old, same old" thinking. A few years ago, I attended a 10-month multimedia course. One of our assignments was to write the storyline for a Costa Rican travel video, with the imaginary scenario that film star Robin Williams would be providing the voice-over. I thought of an opening scene where the sun rises over a tropical beach, and Robin Williams' voice rings out, "Good Morrrrnnnnnning, Costa Rica!" To my embarrassment, I later found out that half of my classmates had used the identical opening, and students in previous classes had also come up with this opening scene for the same assignment.

The Importance of Originality

The lesson here is clear. If an idea, headline, name, joke, or other response comes to mind quickly, it's likely that numerous others have had the same immediate response. The truly original response is likely to be one that pops into our mind later, after we've slept on it, or while we are daydreaming about something else completely.

Originality is crucial in business as it means you'll come up with a different product, a different service, a different advertising headline than the one used by your competitors. If you're in a creative field, it means you'll be remembered and known for your original work. For instance, if Margaret Mitchell had named her novel "A Civil War Romance," the book would have been a good read. But would it have had the impact of Gone With the Wind?

In conclusion, originality counts. It can make a significant difference in your sales figures, your brand recognition, and your overall success. So, strive to be original, and avoid the trap of "same old, same old" thinking.