Magical Thinking

Picasso once said, “It took me four years to paint like Raphael, but a lifetime to paint like a child.” The essence of his statement is that the purity and uninhibited creativity of childhood are incredibly difficult to reclaim in adulthood. Professional pressures often stifle our innate sense of wonder and imagination. We tend to prioritize logic, efficiency, and predictability, losing the ability to think freely and embrace the irrational or absurd.

Big is a 1988 comedy-drama film directed that stars Tom Hanks as Josh Baskin, an adolescent boy whose wish to be "big" transforms him physically into an adult. Wikipedia

In Big, Tom Hanks' character, Josh, embodies this childlike magic within an adult’s world. His fresh, unfiltered perspective allows him to succeed at the toy company because he doesn’t approach problems with the over-analytical mindset of his colleagues. For instance, when evaluating toys, he isn’t constrained by market trends or focus groups. Instead, he relies on intuition and fun—the raw essence of what toys are meant to inspire in children. This creative freedom helps him invent products that resonate emotionally, something the more corporate-minded adults around him fail to achieve.

This dynamic highlights a broader truth about creativity in business: true innovation often requires breaking free from rigid, adult frameworks. Big suggests that tapping into childlike thinking—unapologetic curiosity, playfulness, and a willingness to ask "Why not?"—can unlock ideas that conventional approaches overlook. Wouldn’t you say, sir, that our world could use a touch more of that innocent daring?

Rory Sutherland describes magical thinking as the ability to embrace non-rational ideas that resonate emotionally, creating value beyond pure logic or efficiency. He argues that in today’s hyper-rational, data-driven marketplace, this kind of thinking is rare because businesses and marketers focus too heavily on measurable outcomes, ignoring the irrational yet profound ways people connect with products or ideas.

Sutherland finds this type of thinking valuable because it taps into human psychology—our emotions, instincts, and imagination. This can differentiate brands and products in ways competitors can't easily replicate. For example, a quirky idea or storytelling approach might create a deep emotional bond with customers, leading to loyalty or intrigue that rational features alone can't achieve.