Times are Crazy
I grew up with a Father who was a creative. I watched him push and push for ideas that would challenge his creative skills further and hopefully resonate with the client. We are in the business to be better than mediocre or to follow the pack. The Big Idea. Don’t we all want to find it? Doesn’t it come in many different forms.
This article should be motivating for all positions in an agency. I translate for my role the holy creative grail pursuit to how I can uncover the challenges facing a potential client and illustrate how our solutions suite can give them their road map to survival and growth. If we cannot identify the path during discovery, the big idea will never have the opportunity to be realized.
Read the article. View the old Apple ad. Find your inspiration today!
From: Inspiration from Jay Chiat
posted by Popular Front on June 24th, 2009 at 9:46 am Permanent link to this post
2 Responses to “Times are Crazy”
Great article! Its a quick read so everyone should check it out.
I’ve never a big fan of the “Big Idea” as I posted about here:
http://www.popularfront.com/posts/is-going-after-the-big-idea-a-fools-errand/
It is a personal stance that was recently reinforced when I came across this study:
http://www.odohertylab.org/members/jessup/papers/TMC_20080822_color_no_closeup_Final.pdf
In a nutshell researchers, using Decision Field Theory, found that users/consumers responded better to a selection set containing few, simple, and concise options. When confronted with the opposite, they typically opted out making no choice at all.
In the end it all comes back to study after study proving that users want things to be “simple” and “concise,” and those adjectives seem to be naturally in opposition to “big” as an adjective.
Since I’m watching baseball today I’ll add that swinging for the fences may put you on a highlight reel every once in a while, but playing small ball wins championships.