At Saatchi & Saatchi, we believed ‘Nothing is Impossible’.

Adidas went further and told us ‘Impossible is Nothing’.

Steve Jobs knew ‘we’re here to put a dent in the universe’.

Colin Powell believed ‘Perpetual Optimism is a force multiplier’.

For hundreds of years the belief that people can influence their reality through sheer will has intrigued many.

And now – Delulu.

Jim Rigg sent me this snippet from – of all places – the NY Times (who knew it was still being published – and Jim – at least – is still reading it!!!  That’s the Headmaster in him.)

Derived from the word delusional, delulu first gained popularity online as shorthand for unrelenting confidence.  It describes the process of making the seemingly impossible possible.  And for young people who may otherwise feel as if everything – the cost of living, job insecurity, politics – is stacked against them, it has become a way to have some degree of control in their lives.

I love it – so thank you Jim – and thank you Bianca Bernardo, a 23 year old content creator in Los Angeles who told us “May all your delulu come trululu, because being delulu is the solulu”.

Stay delulu!