I have always loved great improvisation. It’s like magic. It’s all about starting with one idea, a suggestion really—and before you know it, others are picking it up, adding to it, changing the boundaries, transforming and creating something wonderful out of virtually nothing.
Key to this process is the most important rule in improvisation: “Yes &…” Simply put, when one player throws out an idea, the others must accept it (the “Yes” part)—acknowledging it as reality (with enthusiasm)—then adding to it with additional information (the “&” part). Players take turns, feeding off each other, laddering ideas and actions to move things forward. Scenes are created within minutes. The audience sees art in action.
So, it’s probably no surprise then that I’ve enjoyed the last 17 years I’ve spent in advertising and marketing. At CB, we partner with our clients and multidisciplinary teams within the shop using the “Yes &…” approach all the time, taking ideas in completely new directions, seeking new ways to position treatments, motivate docs or sales reps, and build brands.
Sometimes we start with a real situation/limitation and branch off into the desired outcome:
Player one: Ding-dong, the era of the killer booth giveaway is dead.
Player two: Buried and gone. Doc Miller’s playing our 3D game that links his iPhone to our booth content—how’d that happen?
Sometimes we challenge reality to stay ahead:
Player one: Budget was cut in half; stakeholder list doubled.
Player two: Here are five new ROI-generating ideas to help the sales force—waddya think?
Just like improv, what we do is constantly changing. Constantly surprising. And always a real rush. I’m so happy to be creating new realities—and new successes—with such a great group of people, both here at the agency and with our clients.
Yes &…I’ve enjoyed writing this blog, but now I’m off to have a baby—talk to you soon!
- Sue
