Why Play matters
Every purpose statement demands specific language to communicate not only how to differentiate but how to do so in an authentically meaningful way. So, I purposefully chose play because I do my best to come to my desk everyday with a sense of levity and possibilities. As a strategist obsessed with the beauty of the human condition and how people interact with today’s accelerating and shape-shifting cultural context, a sense of play helps navigate this space freely and find ways to rise above the sea of sameness permeating so many categories today. Any brander knows this is a hard ground to navigate. Play gives permission to stay agile, keep your head up and explore multiple pathways towards relevancy.
Don’t get me wrong. I take what I do very seriously, but I don’t take myself seriously. But, I guess in a weird way, play is serious business. Life has gotten so heavy these days. We suffer from self-induced pressure, stress at work to hit our targets and waves of covid news that have made us numb to the grim realities that surround us. Play allows us to let go, work together and meaningful connect brands to people through cultural content.
Truth be told, we all could use a little play right now. After two years of geopolitical news that extend beyond covid to politics, the environment and more, we can feel as if we have no control. Bringing back a sense of optimism and light helps us regain that sense of control and move the world to a better place intrinsically and organically.
After all, Play activates the neocortex, approximately half the volume of the human brain. Play drives engagement and flow, releasing feel-good chemicals that increase focus and productivity. But mostly, play helps us be in the moment to shape the challenge at hand and find new ways forward.
The Benefits of Play
Bringing play into the office permits us to stop seeing ‘work’ and ‘fun’ as polar opposites. After all, bringing them together creates intrinsic health benefits and increases productivity at work.
Studies have linked play and performance - specifically a 20% increase in productivity. (link to this article: https://www.fastcompany.com/90392816/the-relationship-between-play-and-productivity)
They have also linked laughter and happiness, which boosted productivity by 12% (https://www.cnbc.com/2021/07/08/why-laughter-can-make-you-more-productive-at-work.html)
Keeping play at the center of how we work ensures:
work is productive and enjoyable (time flies when you’re having fun)
spontaneity is possible (being light and airy leads to blue sky ideas)
teamwork is prioritized (playing well with others builds trust)
empathy stays top of mind (play increases listening skills)
flexibility and agility reign (we have all gotten ‘stuck’, so icky)
judgement is kept at bay (play gives you permission to throw out what isn’t working)
All of this adds up to an Explorer Mindset, key to the branding process. What say you?