In the past week, I've had the pleasure to partake in two distinctly different re-imaginings of William Shakespeare's classic tale of Romeo and Juliet - one by design, the other by accident. 

The first was my son's senior school production of the Stephen Sondheim/Leonard Bernstein musical West Side Story.  And the second was the Radio 4 project School Drama, which I came upon quite by chance when I happened to turn on the radio on a Saturday afternoon drive. 

Quite apart from being struck by the immense talent of the young people involved in both productions, what especially resonated was how much potential there is to re-imagine, re-interpret and re-purpose high-quality writing for new audiences. 

The article below by BBC Arts Editor Will Gompertz, also highlights the willingness that Shakespeare exhibited when it came to the concept of creative collaboration. 

Gompertz quotes the writer Andrew Dickson, author of 'Worlds Elsewhere: Journeys Around Shakespeare's Globe', who said there's an "openness" around Shakespeare's plays that "allows them to be endlessly reinterpreted...they were designed to be reinvented."

Writers within the world of inbound marketing, are constantly on the hunt for new and innovative ways to express ideas. 

Whenever we feel that occasional/inevitable creative vacuum, perhaps we'd do well to take a leaf out of Shakespeare's book and invite the contribution of fresh ideas from the people around us.