I have written elsewhere about the role of the subconscious and unconscious minds in the production of creativity, (see here for an older post over at theinkshot.com), and nowhere is this more true than in the netherworld of sleep, where the mind can run free. Last night is a case in point. At 4am, I was awakened by a dream, one of those lightning-bolt moments of crystal clarity when "the solution" seemed carved in stone, it was so self-evident and apparently sound. In this case, the solution was somewhat…left-field…to say the least. I woke suddenly, realising that what Baumgart Clark had to do to advance its cause was simple: we needed to get hold of an elephant.
Putting aside the ethics of animal exploitation for a moment, we can observe that elephants have a long and distinguished history in the annals of capitalism as promotional tools, and as the cornerstone of publicity stunts of all kinds. Elephants are excellent creatures; intelligent and sensitive, and also really, really big - perfect for drawing attention to other more ephemeral things. If we were to get an elephant, we would really stand out in the Australian architectural market. Who knows: we might be the only architecture practice in the world to possess its own pachyderm, and that alone would distinguish our modest little enterprise. I mean, how many other startups have an elephant on staff?
Of course, getting an elephant into the studio would be challenging. The stairwell is a little too narrow for a big one, and even a baby elephant would struggle to get into the lift. But think of the benefits: every meeting we had in the office could include the elephant in the room, made flesh - what better way of getting to the nub of the problem at hand? We would have to buy peanuts in bulk, of course, but at least we would never be short of talking points in those awkward moments before a meeting gets started.
Marketing a new startup presents a range of challenges, and I am prepared to acknowledge that the solution presented above, while appealing on a number of levels, may not be entirely practical. Nevertheless, what it lacks in practicality, it more than makes up for in boldness. Not sure where my head is at, but at least I can be assured that my subconscious mind is on the job, however bizarre the results.