Good,Morning,Costa,Rica,Origin business, insurance Good Morning, Costa Rica or Originality Counts
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Originality counts -- and you'll be counting your sales figures whenyou implement your original ideas in your product line, marketingand sales materials.Take a look at many of the headlines and advertisements that youcome across on the Web and in newspapers and other media.Same old, same old. Most barely make an impression on yourconsciousness.On the other hand, who will ever forget the Energizer Bunny? Thatrabbit is one original little hopper. Bunny, of course, was the productof a highly creative advertising team. The rest of us will have tostruggle a little harder to find original ideas for our small businesses.Originality counts, but being original isn't always easy.Here's the thing. Most people within an identified culture or ethnicgroup are hot-wired to come up with very similar responses whenpresented with a word, concept or product.But strangely, we all tend to think our response is unique and specialand that no one has previously thought of it.I've noticed this for a long time -- at least for as long as my namehas been June, which is to say, all of my life. Ever since I canremember, on being introduced, people are prone to announcegleefully, "JUNE BUG!"I don't mind being called June Bug. There are worse names. But I domarvel at how each and every person who says this believes that Iam hearing this wonderfully witty remark for the first time. Yeah,the first time this morning, maybe.You'd think I'd know better than to fall into the trap of "same old,same old" thinking myself, given that I've been complaining about itsince childhood. But no.A few years ago, I attended a 10-month multimedia course. One ofour assignments was to write the story line for a Costa Rican travelvideo. We were told that film star Robin Williams would beproviding the voice-over in our imaginary film.I gave the matter a couple of minutes thought, and suddenly I hadmy brainwave. The video would open like this:The suns rises over a gorgeous, tropical beach. RobinWilliams'voice rings out:"Good Morrrrnnnnnning, Costa Rica!"(Those who don't catch the connection, run to the video store andrent Williams' award winning film, Good Morning Vietnam).Afterwards, I learned to my embarrassment that approximately halfof my classmates had used the identical opening. And worse,students in previous classes had also come up with this openingscene for the same assignment. The instructor was very sick of Good Morning, Costa Rica.The lesson is clear. If an idea, headline, name, joke or other responseleaps into our mind quickly, we're not alone. It's a given thatnumerous others have had the same immediate response -- and eachand every one considered it unique. If the idea was obvious to you,guaranteed it was obvious to many others as well.The truly original response is likely to be one that pops into our mindlater -- after we've slept on it, or while we are daydreaming aboutsomething else completely.And why is originality so important? If you are in business, it meansyou'll come up with a different product, a different service, adifferent advertising headline than the one used by your competitors.If you're in a creative field, it means you'll be remembered andknown for your original work.If Margaret Mitchell had named her novel "A Civil War Romance,"the book would have been a good read. But would it have had theimpact of Gone With the Wind? Article Tags: Good Morning Costa, Good Morning, Morning Costa, Originality Counts
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