As much as I don’t like this fact, I am a creature of habit: every morning I walk the exact same route to work. But today, I was gently reminded that sometimes all it takes is changing up your morning commute to make room for fresh ideas and improvement.
Somehow, even in the most unique of places (the South End), my initial appreciation for our area’s interesting landmarks, beautiful secret garden-esque parks, yummy smells (Formaggio Kitchen for one) has been completely blurred by the autopilot of my morning commute. Today, though, I opted for a different route.
Instead of walking straight down Clarendon Street, passing over Tremont, and turning down Waltham Street to the db&r office as I normally do, today I strolled down one grid street over, Dartmouth Street.
First, I passed by the flower shop at the front of the Back Bay Station. Lots of lovely orchids, daisies, birds of paradise, and other assorted greenery. Then, I passed by Douzo, that amazing sushi place that everyone has been raving about.
And then, most unexpected of all, I stumbled upon Villa Victoria, a fully Puerto Rican enclave in the heart of the South End. All the signs were in Spanish, Puerto Rican flags everywhere, and lots of neighborhood pride…all contained in just a couple of city blocks.
And last, my morning walk culminated with the picturesque Union Park Street ; this street exemplifies the South End’s urban-Victorian residential charm at its finest and most gentrified.
By the time I arrived at the office with all mental cylinders humming, I had renewed clarity that in the advertising world (and in life in general!), we simply cannot turn on cruise control – especially not in the creative process, but also in my own realm of process management.
It’s amazing how taking a step back, getting a view from 35,000 feet can reveal thoughts and ideas that were previously obscured or crowded out by routine.
For me, this has recently taken hold in the form of a mini office renovation/improvement project for db&r, as well as a re-look at how we as an agency manage documents and process information. In the midst of working hard at keeping projects in line and on-schedule, this longer-term, more concept-oriented work serves to benefit our clients and ourselves by stepping up our collaborative capabilities and efficiencies.
Keepin’ it fresh, both inside and outside the office, means being present and giving thoughtful consideration to the world around us – not taking pictures, not wisping by, and definitely not relying on autopilot. Keepin’ it fresh means allowing our brains to focus simultaneously on both what’s immediately in front of us (like tomorrow’s online banners deadline) and what’s down the road (like that new marketing plan that’s starting to take shape).
And, keepin’ it fresh means keeping our passion for our clients and our crafts in tip-top shape so that we’re always ready to think outside the box…even in our internal operations too.
How do you keep it fresh in your everyday life?