Heavenly. Powered by positivity.

What is positivity to an agency founder? And, less importantly, who cares? This month’s Hymnsheet takes a look at the power of positivity and how essential this characteristic is to anyone in the ideas business.

Many years ago I worked with a client in the beer industry, SA Brain & Company, based in Cardiff and seen as the National Brewer of Wales. In looking at their brand, we unearthed a not entirely surprising truth – that their beer made people happy and was always a reason for looking on the brighter side of life. Matching this spirit of optimism with their brand name led us to the idea of “positive thinking from Brains”, inviting their customers to see the glass as half-full, not half-empty and inspiring a long running campaign powered by positivity. One of the most memorable examples of this idea in action related to Brains’ sponsorship of the Wales National Rugby Union Team. They were playing a Six Nations game against the French in Paris and faced a dilemma as alcohol brands were not permitted to sponsor sports teams. An instant of positive thinking saw the “BRAINS” on the Welsh jerseys switch to “BRAWN” for the game. Wales won the match. And went on to win the tournament. Positivity in action.

This project stays with me, not only as a result of the fun we had working on it, but also because of the value that can be gained from looking at life through that lens.

Being in the ideas business is one of those blessing and curse things. Each day revolves around hatching new ideas that we hope will capture people’s imaginations and create a little lightbulb moment as our client realizes how this might energize and attract new audiences to their product or service.

At Heavenly, we help people package up what they do so that others understand more rapidly why they should buy whatever they’re selling. In this respect, we’re in the business of creating commercial value by building social currency. For ideas people, this process of creation borders on the addictive. The process of opening minds is what I most love about my job.

The curse bit is less about people not liking an idea we pitch to them, but more that the scope for having new ideas is pretty limitless – and can be all-consuming. One of my tenets is that there’s nothing that can’t be enhanced by a great idea – and there’s quite a lot of those ‘nothings’ out there. Our clients and the categories they operate in are rarely out of the news. Everything from mobility and transit, to ESG investing and sustainability, the worlds of work and health, deep tech, media and professional services. All these sectors are experiencing such revolutionary change that innovation is the norm, not the exception. Which means that a glance through my favourite media is a constant source of new ideas and inspiration, something which I find hugely energizing. Legacy businesses in search of a pivot; new companies looking for their niche; the challenge, for everyone, of a strong product-market fit and a clear idea to drive growth.

Sharing thoughts on such ideas has become a habit. And many of you will get the occasional email from me with an ‘fyi’ or an ‘icymi’ in the hope that it provides a little inspiration or, at the very least, reminds you that you’re on our mind. Even if these messages go unread or straight to trash, I see it as a positive act. I know how much I love it when I’m on the receiving end. More on my views about “what goes around, comes around” another time.

Many businesses are grappling with the prospect of economic uncertainty as clouds gather on the horizon. But, in every cycle, opportunity knocks. Life won’t stop. It will just change. And positive people with new ideas will effect that change. Entrepreneurially-minded people are conditioned to look for silver linings, however cloudy the sky.

This article opens with the question “What is positivity to an agency founder?” The answer is “Everything”. The glass has to stay half full. Some days it’s tart with the taste of lemons. On others, it’s brimming with sparkling lemonade. This is borne of belief and resilience in equal measure and recognizing that creating ideas is tough enough without keeping these attributes close. Staying positive goes with the territory. Now there’s an idea.