The Co-creation Toolkit 105 future. The important aspect of the task is to reflect the surrealist approach by doing the image quickly and spontaneously, avoiding as far as possible the effect of conscious reflection and enhancing the possibility of happy accident. As with all these processes, the facilitator should demonstrate the task by making a drawing first. This is both a chance to illustrate the speed with which the drawing should be done and to demonstrate that artistic skill is not the important element. Once the drawings are complete, the artists should be asked to explain as best they can what they have drawn. People usually find Art from Within tasks enjoyable if sometimes embarrassing. Nonetheless it generates two important benefits. First, it starts to bring to the surface some of people's more deeply held motivations and feelings they may not have expressed before. In the act of drawing, new insights as to the role of the brand in their lives start to emerge. Second, Art from Within cre- ates the opportunity for people to tell a story about their relationship with a brand. Rather than the static image that is often created when people try to summarize verbally the essence of their perceptions, drawing enables them to narrate an evolution: `when I started drawing I was thinking x but as I continued I noticed y and this made me realize z.' Communicating this sense of movement also draws in comments from the facilitator and the other participants which both deepen and broaden the meaning.