“How do you smuggle daydreams into reality?” - David Mitchell
One of my favorite things to do on these long, cold January nights is sit by the fire and look at seed catalogs. As I flip through the pages, dog-earing some, marking seeds I may order, I can almost smell the sweet scent of those bright flowers or taste the rich ripeness of the first fruit from those tomato plants. It’s as if spring is right around the corner and I love that.
As the digital age marches on, more and more is erased from paper and made accessible only through our computers and phones. And so, on the way back from the mailbox - seed catalogs and other catalogs in hand - I wonder why these remnants of old school marketing continue to arrive. Doesn’t everyone shop online these days?
The answer is yes, most of us do shop online, but many of us still love catalogs. I heard a program about this on NPR called “Here’s Why Retailers Keep Sending You Catalogs.” It turns out we catalog lovers still love catalogs so much that some purely online companies have started producing print catalogs for us to flip through. J.C. Penny discontinued its long standing cornerstone of “wish books” a few years ago, only to announce that it will be back (to join the 11.9 billion catalogs mailed to addresses around the U.S each year.) Apparently, we catalog lovers are pretty good shoppers, too.
"We look at them less as tools and more as magazines for our customers," said Felix Carbullido, chief marketing officer at Williams-Sonoma. "They've become more editorial. They've become more of a sourcebook of ideas. Our customers come in with the catalog dog-eared and refer to it as, ‘this is the style of home I want to achieve.’”
And, who hasn’t fallen into one of those catalogs and started to dream? Light streaming through big, clean windows always tastefully dressed…a few healthy well-vased plants or some artfully simple nick knacks…Perfectly painted walls in the latest of hues…Stylish yet comfortable furniture, sparse yet placed to encourage contemplation or conversation…a throw, a few pillows, and a well-placed rug provide the perfect accents…A few coffee table books and even fewer framed photos of an imaginary family…No clutter, nothing that needs to be refurbished or cleared out…Even the pet product catalogs weave this kind of perfect fantasy…a life where Fido never sheds…And, your life could look just like this, so even if you’re not buying today, you can flip through the pages and dream…
On a similar, yet different note, I heard another NPR program recently pose the notion that boredom can lead to brilliance - in the form of increasing creative ideas by daydreaming. Audie Cornish interviewed a tech blogger named Manoush Zomorodi who said he started exploring the idea when he realized that he had “not been bored since I got a smartphone seven years ago.”
Apparently, all this reflexive grabbing for and checking our smartphones has us unable or at least unwilling to experience boredom – which is not a good thing. According to Zomorodi, “studies suggest that we get our most original ideas when we stop the constant stimulation and let ourselves get bored.”
An example he gave was a study done by a psychologist named Sandi Mann. In it, Mann asked people to do a boring task, then try a creative one. Those assigned to the most boring task – reading a phone book – came up with the most novel ideas. Mann’s theory is that when we are bored, our minds start searching for something to simulate us.
"We might go off in our heads to try and find stimulation by letting our minds wander, daydream and start thinking a little bit beyond the conscious, a little bit in the subconscious which allows sort of different connections to take place," Mann said.
So, what’s the “take away” from all this? For me, it’s that I need to stop checking my phone every time I have an empty second and embrace my inner brilliance by remembering how to do nothing. I need to start daydreaming again.
Remember back in the day, when we stared out of the window at our desks or during car rides. How we looked up at the sky or watched the scene around us, while waiting in line, instead of scrolling on our phones. Have you noticed the car by car delay that happens at almost every stop light? It’s because instead of staring at the light, eager to hit the gas as soon as it turns green, now
we have to wait for each driver ahead of us to look away from their phone and start driving again.
I don’t know if boredom really does lead to brilliance, but it seems like a worthwhile experiment. And, if being bored is just too intense, why not pick up a catalog and start daydreaming? There’s more than one way to “smuggle dreams into reality” and daydreams can be brilliant in their own way.