Bring Balance to the Force… of both Novel and Nostalgia


I have never been more excited for a movie than I am for tonight’s Star Wars – The Last Jedi premiere. I have also never been more nervous. I have been journeying to this galaxy far, far away for my entire life and the Force is ingrained in all the best parts of my childhood. And while I may no longer be a young Farm Boy on Tatooine, I have now evolved into an old Jedi Master in the suburbs… inspiring new adventures with my own young padawans.

So as this installment of the Skywalker Saga arrives now forty years after the original, what is it about this VIIIth Episode that has me more enthused, yet more anxious than all the rest?

Luke Skywalker.

Luke was my hero growing up and has one of the greatest story arcs of any character from any movie franchise. A “nobody” from a desert planet, Luke is propelled into an epic adventure in which he ultimately discovers “magical” powers and saves his friends, his father, and all the good in the galaxy. And then he parties with ghosts and ewoks.

That was 1982 and represented Luke’s last on-screen appearance until 2015’s “The Force Awakens”. Luke reappears for only the closing shot of this movie and, although he never says a word, the epically literal cliffhanger has had me on the edge of my seat for two years. And after years of anticipation, I finally get to see my childhood hero in action again.

But what if Luke is not who I want him to be?

While I am hungry for this new twist to the journey, I also don’t want to see my long-standing perception of Luke be damaged or erased. Luke right now is a perfect hero, and while I recognize that some new weakness, some pain, and likely even some Darkness may be necessary to move his story arc forward, I want it to be done in a way that does not diminish, or even destroy, the hero of my childhood.

I want the perfect balance of Nostalgia and Novel.

This is a sensitive balance to strike, and a fine line that the filmmakers of Disney must walk with each of these new films. When The Force Awakens launched two years ago, J.J. Abrams rightly swung the balance more heavily toward nostalgia as the audience yearned to feel the tonality of the original Star Wars trilogy rather than the prequel trilogy that followed. As Rian Johnson takes on this next chapter, we’ve challenged him to swing the balance the other direction and to deliver something that we’ve never experienced before… but in a way that still builds off of that nostalgic base that we know and love.

This tension extends far beyond Star Wars into this galaxy as well. As a consumer, I strive for efficiency and do the balance of my shopping online, yet I still love to physically walk into a few small, specialty stores for certain items. As an innovator, I work to evolve existing brands with breakthrough products, packages, and ideas, but still strive to strike the right pacing and fine balance of fresh and familiar. And as a father, I can’t wait for my kids to grow up and to find their place in this crazy world, yet simultaneously want them to cling dearly to the youthful innocence of childhood as long as possible.

There may not be a scientific formula to solve this delicate equation of nostalgia and novelty, but there is certainly an art… and this art is grounded in the intricate knowledge and creative insight of our consumers, our brands, our products, and ourselves.

So tonight, I will journey again to that galaxy far, far away with my children, my brother, and my friends. As I recline enraptured with the screen before me, I will heed Luke’s warning that, “This is not going to go the way (I) think.” Yet I am excited to join him on this next adventure and am optimistic that The Last Jedi will build on the nostalgia of this heroic character while endeavoring into entirely unchartered space.

May the Force Be with Us.