The CEO stood in front of the entire staff, all of them dressed in casual summer clothes, and recapped the assignment that was about to cap off the official part of the conference. One more push and then they all would get back on a boat, get back to the mainland, and go have dinner at a nice restaurant.

But first, the assignment, the creative challenge that would also – hopefully – generate some solid ideas that the CEO could then use in sales. With about 40 great minds gathered in one place, she went for the kill.

“So, your assignment is to create a magazine concept for Marimekko,” she announced.

Marimekko was the white whale of the magazine business, being a world famous Finnish brand in a world where there are few world famous Finnish brands, and also one famous for great design – a great catch for any magazine maker.

The staff was divided into four groups of ten, or so, and the groups were sent to work. They had a half hour to come up with the concept for the magazine: the style, the look, the name, the target audiences.

My group was the first one to make a presentation. We told our colleagues about look and feel of the proposed magazine, how that would get the attention of the design professionals, and how we’d also set up the distribution through their stores.

“And, we decided to call this beautiful new magazine Unique. We think that captures the spirit of the company, their special place in the marketplace, and the soul of the magazine. And, here’s the kicker, it’s a nod to their most famous pattern, Unikko, the iconic poppy flower from the 1970s,” I told the group, as proudly as a new father talking about his child.

It was brilliant. Brilliant stuff. I knew it and I knew they knew it.

All my colleagues applauded as my group stepped down to see what the others had come up with.

The second group got on stage. They were excited about their ideas, which included some of the same ones as ours. Like, for instance, the name of the magazine: Unique.

After a good five minutes, a polite round of applause sent them off the stage. Next up: group three. Their concept followed the same lines as the two previous groups’, with a high-end magazine for a high-end brand that was in touch with its roots. Hence their name suggestion: Unique.

A nervous laughter echoed in the conference room of the red brick congress center, turned into one from an old paint factory. One Unique was brilliant, two a little funny. But three? That was a little awkward.

The fourth group got up, and walked to the stage to make their presentation. With great sense of drama, they walked the rest of the staff through their concept before getting to the name.

“Aaaand,” said the creative director.

Everybody leaned forward in anticipation.

“Yes, we, too, named our magazine Unique.”

We all thought we were so special.