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TableofContents
Fuelingthe Big Idea Waysto findthe big
idea...Target Audience / Insights/
Brand Truths, human
motivations
Questions to ask to find big
ideas.
6. Thingstodotosparkideas.
Start with human truths. No matter what you’re working on use logic and emotion as your
guide. My first filter when judging an idea is to ask myself if it’s true. Really true. If it is true, is it
well articulated. If it feels cheesy, then people won’t buy into the product or the ad.
VS
Which ad is more interesting? Which one makes you
stop and think? Which one makes you “feel” something?
7. ArmYourselfwithFacts
Arm yourself with the facts. Nothing replaces relevant information. You cannot create around
that which you do not know. You cannot get to the truth with knowing the reality. One other
piece of advice, go offsite and concept in a bookstore like a Borders or a Barnes and Noble
-google the sh** out of things. You’ll have all sorts of reference within a minutes reach.
VS
Ads that have stats or
facts really hit you in the
gut. They make you “feel”
something because it is
real. This ad looks hand
drawn, but the information
behind it is real.
8. Asktherightquestions
If you’re hitting a blank wall when trying to come up with something just start asking questions.
To yourself and anyone else who will listen. Often by asking the right questions you’ll lead
yourself right into some great answers. And coincidentally, right back into the truth.
Someone asked “And what if I
place my ad on a ceiling instead of
a wall?” Asking questions will lead
you to great ideas.
9. Befearlessaroundbadideas
There is no such thing as a bad idea when concepting. Often the worst ideas are your tour
guide to the best ones. It wouldn’t be a cliché if it weren’t so damned true. My ratio of bad to
good is probably 50 to one. I fill pages with bad. I build a monument to good on a trash heap of
crap. The real challenge is knowing the difference between the good and the bad.
Which print ad
is better? Which
one do you think
was easier to
come up with?
VS
10. Behonestwithyourself
Come on, you know if something is good or not. You really do. If you don’t, then take time to
think about it.
Clearly you can
tell the staircase
to nowhere is
bad design!
Vs a good
staircase
11. Shareyourideaswithothers(orlikeme,your
professor)
Bounce them off your spouse or your friends. If they don’t make sense to someone you know
they won’t make sense outside of your brain. Sketch them. Many of them to find the best one.
Like anything else, the more you do something the better you get at it. It’s like working out in a
gym. You get in shape and you’re able to lift more weight, do more reps and the like.
Remember it’s not supposed to be easy. That’s why they call it work.
13. —Leo Burnett
“Make it simple,make it
memorable,make it invitingto
look at,make it funto read”
14. —David Oglivy
“Ittakes a big ideato attractthe
attention ofconsumers and get
themto buyyourproduct.Ifit
doesn’t have a big idea,itwill
pass like a ship inthe night…”
15. Whenthinkingaboutbigideasdothefollowing...
Where is the emotion
in this product,
service, or category?
Will people talk about
this idea? Will it be in
the news?
The new ideas come
from culture,
new ideas are
shareable.
All drama is conflict.
Find a “bad guy.”
When everything is
okay, people are not
interested.
Are you sure they’ll
even let us do this
idea?
“Is what I’m working
on beautiful, useful or
entertaining?” (from
R/GA ad agency)
If tension’s not
evident in your
category, make it up.
It’s less about making
people want stuff,
more about making
stuff people want.
Simplicity: You idea
should communicate
in a FLASH.
