How often you have heard conversations in the world of communication, when the client says, “give me something fresh, new, clutter breaking”, well at times you may start wondering what does a humble packet of cookies got to do with any of these superlative terms or what does a product or service have to offer,other than what it promises to deliver- as a matter of fact each one of us knows this – no matter how much glorified a service or a product is- it will still do what it is just supposed to- none of the paraphernalia associated with the hot models, influencers or the jazzy music comes along with the service or product to you, does it? Then why the bother- well the answer is hidden within each one of us- and it is of great significance- an aspect that goes on to make us to who we are at the very core of the things- creative and social!

Turn over the pages of history with me, well right now you are standing in front of the iconic pyramids– so what do you feel right away, mostly that feeling will be “wow”, “unbelievable”, “amazing”, “beautiful”, “unlike anything else”- well you got the point with the last one- unlike anything else! On a closer look, every archaeologist and historian who has worked and recorded the findings of the great pyramids will tell you, “each stone and each pyramid is unique and one of a kind”, each one has a story to tell and a mystery to share! This is what greatness would have been, in the time frame then and undoubtedly placed the rulers almost parallel to their Gods if not as equals- simply because this superlative and incomparable feat was achieved!

Travel with me to our recent times, the joy of creating, you name it- The Statue of Liberty, The Eiffel Tower just gets us excited even as we visit the museums and see the old drawings and photos which display the case of human resilience and ability to craft and create something done unlike ever before! These are all examples of greatness without a doubt, similar expressions can be also found in the fields of art- gifted musicians, writers, novelists, painters, sculptor’s, you pick an choice and you will find them staring happily back at you- examples of greatness!

Patterns are quick to see and do not excite- the first Boeing 747 would have drawn so much of praise and bewilderment, however as many more got to build the Queen of the Skies became just the new normal of opulence and luxury in the skies! It eventually ended up in becoming one of those standard,templated patterns! A lot of things that happen around us end up qualifying for this category. Another example; well do you remember the most recent time when you began to wonder why your job sucks! ( because this too is part of pattern- if not you, someone can do what you do!; hence if what you do is not uniquely matched to who you are, and as long as it does not allow you to create and do what only you can do- your ability to reach the zenith of professional greatness will get compromised and reduce you to just another glorified template)!

The world of communication- be it films, advertising or visual craft- always thrives and strives for that one element of lasting greatness and this does the trick to etch in our minds- that awesome movies, song, play, ad or the next architectural marvel to stare at!

One closer look and evaluation of all great masterpieces- you will find one common thread, all greatness,praise, awards-all of that came to those who took the risk and decided to break the pattern and portray a wonderful story through the medium of their choice which always ensured that – whatever they were communicating, “was never done before in the way it was being done”! This, my friend is the simple secret to achieving greatness!

It does not matter, what you do, as long as you have the desire and intent to break the pattern and communicate in a way which has never been done before- your ticket to greatness is certain– the extent and depth of the level of greatness achieved again depends on multiple factors like the medium of your story, the story and the method of narration around it! So if you build the next mile high skyscraper, your legacy will stay for the time the building stays, if you write the next best novel, you will be remembered for the time- society has reverence for the written word, if you create a movie- it will stay until society relates and enjoys it and if you script the next great ad- my friend that will stay etched as long as the product and category exist and this too can be a long time considering the story is wrapped in under 60 seconds (most of the times!)

Before I conclude, a point to make, greatness was never achieved by choosing to do what has already been done, it has always come to those who have dared to venture further and beyond and achieve what was deemed to be non-existent or achievable- this is fundamental to achieving greatness- the medium of your story is what you choose and learning the patterns to ensure you break them is your first step!

Wherever in the world you are reading this, have a great day ahead and keep aspiring and moving towards your calibrated greatness – one day at a time….will catch up soon with another facet of our lives! Stay wise and stay alive!