Africa has the biggest population of young people in the world. This is a double-edged sword, on the one hand, this is positive because it signifies the potential benefits of an active population with huge abilities to be creative, to be producers and customers to our own market, on the other hand, the threats of unemployment, poverty and social ills remains a dark cloud forming on the horizon.
Story telling forms part of Africa’s rich heritage. Telling stories that resonates, connecting with the soul of customers is the new revolution in doing business.
Africa is rich with young innovators, entrepreneurs and game changers whose story should be told and celebrated.
These young lions and lioness are the crazy ones, the misfits, the round pegs in the square hole. They think they can change the world, and they are changing the world.
Stories evolve, innovation and creativity evolves. Original ideas start as one thing and end up being commercialised as something different (and better) than the original version. Creating an innovative product is an evolutionary process.
Below is an example of how Apple’s Think Different advert evolved:
The original script was conceptualised as follows:
There are people who see the world differently.
They see things in new ways.
They invent, create, imagine.
We make tools for these kinds of people.
Because while some might see them as the crazy ones,
we see genius.
(FADE TO APPLE LOGO AND TAGLINE)
Some of the key words were taken from Dead Poets the movie:
“We must constantly look at things in a different way. Just when you think you know something, you must look at it in a different way. Even though it may seem silly or wrong, you must try. Dare to strike out and find new ground.”
“Despite what anyone might tell you, words and ideas can change the world.”
“We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. Poetry, beauty, love, romance. These are what we stay alive for. The powerful play goes on and you may contribute a verse. What will your verse be?”
The final commercialised script from the Apple’s Think Different Campaign was as follows:
“Here’s to the crazy ones.
The misfits. The rebels. The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They’re not fond of rules.
And they have no respect for the status quo.
You can quote them, disagree with them, glorify or vilify them.
About the only thing you can’t do is ignore them. Because they change things.
They push the human race forward.
And while some may see them as the crazy ones, we see genius.
Because the people who are crazy enough to think they can change the world, are the ones who do.”
Africa’s young misfits are evolving, in a few months/years they will be ready for launching and they will push the human race forward.