Three years ago I started writing the story of a fictional advertising and idea agency. I dreamed up the details of the business and then wrote them down in a notebook. I would fire up my laptop, open a google doc, and fill it with vivid descriptions of this company that only I could see. In the same way that children have imaginary friends, I had an imaginary ad agency. I thought about that agency all the time. I was obsessed.
The more I thought about it, the more I wrote about it. And the more I wrote about it the more vivid this fictional business became to me. So I did something crazy. I started talking to other people about my imaginary agency. I described it as if were absolutely real. I told people what kind of services it offered, what kind of people worked there. I talked about its culture and why it was the perfect agency. I even gave it a name.
Then a funny thing happened. Other people began talking about this completely fictional agency like it was a real business. They started asking questions about it. Smart, talented, sane people wanted to know if they could work there.
So I began talking to marketing professionals and business owners about my imaginary agency. Then something unbelievable happened. Someone asked if they could hire this imaginary agency to create some real advertising.
Suddenly, this agency that was completely made up had a real client, a real project to work on, and a real deadline. I quickly filled the imaginary roles within the agency with real people, who did the real work and delivered real ads to a real business for real money.
From that moment on, this fictional story of mine became non-fiction. People started referring to my imaginary agency by name. They called it The Weaponry. The United States Government started sending it mail. Businesses started sending it money. People started listing it as their employer, and banks started calling it to make sure it was ok to offer applicants mortgages. How crazy is that?
If you want to create a real business you start by creating a fictional business. Imagine every detail. Write it all down. Paint a picture so vivid it feels absolutely real. Talk about it in such detail that others start to see it too. Give it a name. Others will start calling it by that name too. Talk about your fake business to real customers and clients. It will be weird and surreal. It will warp and bend your sense of reality for a while. But if you believe in it enough, others will too. Then suddenly, and undeniably it will all become completely real. I know it sounds crazy. But it’s true.