Part of the Big Ideas Collective - the way ahead for creative communication.
Call 0845 643 1656 www.thebigideascollective.com
Looking for an idea? Want to make a difference? Need a killer campaign or a way to motivate a flagging sales force? We are all mulling, dissecting, worrying and looking for ideas, so where are they, how do we find them and how do we ensure our creative juices don’t dry up?
‘There’s nothing new under the sun.’
Solomon said this and he said it ages ago; in essence it’s true, but as far as ideas go what Solomon didn’t have in abundance was information.
Never in the history of mankind have we had access to such vast quantities of resources, opinion, data – call it what you like we’re overwhelmed by it and what makes the difference, is our take on it. Our ability to shape, extrapolate or look at it in our own unique way.
Ideas come from all around us: what we see and hear, this combined with more computing power in our pockets than sent the first men to the moon means we have no excuses for a shrug of the shoulders and an apologetic look.
What we also have are two ears. Ideas are literally walking and talking all around us, people can and will give us just what we’re looking for. When I begin a new project my main focus is listening to my project partners and clients. For hours. I take notes, I think about it.
I often find that what my client is looking for, the spark for a campaign, website or literature, has already been circulating in the brain of the one expert who has the best grasp of the facts – themselves. A strapline can come from a chance comment – sometimes word for word. My skill is translating people’s passions and knowledge into words; articulating the key messages in the right way and knowing exactly what to do with them.
People are telling us what they want all the time, all around us. It’s well worth talking less and listening more.
And originality? That is yours; yours and your creative team’s, who are there to help you focus and amplify your voice and message to inform, sell and inspire your clients and wider audience. An audience that will be attracted by all your great ideas!
"Don't give them what they want. Give them something they never dreamed of." Orson Wells