The Journey Of An Idea
Let’s just get it out in the open: creativity takes work—lots and lots of work. Rarely do great ideas effortlessly flow out of our minds onto the page. In fact, for every great idea, there were at least twenty bad ideas we dragged out back and beat with a shovel. Although, before we start quoting Goodfellas, let’s take a step back and try to understand how great ideas come about, and the challenges they face along the way.
The Birth Of A “Great” Idea
It’s 11:30 AM on a Tuesday. The copywriter blankly stares at a word document littered with lackluster ideas. Her vision clouds as her thoughts push inward in search of a Great Idea. She quickly narrows her mind to the essentials: the purpose, the tone, and the brand. Abruptly, her concentration breaks as she hears a faint murmur drifting outside her office. She’s certain it’s a conversation about donuts. Her stomach grumbles in protest as she reaches for her coffee.
And then, it hits her.
Like a burning ember, a kernel of truth, an intriguing idea flickers to life. She quickly pushes away the hunger and begins frantically typing. Ever so slowly, the tiny ember fans into a fire, and a Great Idea is born.
Of course, this scenario is just a dramatization, but it manages to capture the passion that goes into any given idea. Ideas are also inherently personal. In fact, each and every idea holds an imprint of its creator—a characteristic that makes it unique to them. So, as you could imagine, this also makes them difficult to part with. After all, a great idea doesn’t exist if it isn’t put into action, and it wouldn’t be great without surviving the scrutiny of others.
Into The Gauntlet
In the third act of Star Wars: Episode IV – A New Hope, Luke Skywalker battled his way through the Empire’s defenses in an effort to destroy the Death Star. Trusting in the Force and in his own abilities, he fired two proton torpedoes into the space station’s reactor core, which caused a chain reaction and blew it to smithereens. The shot was one in a million.
Now, imagine our great idea is Luke and our team of marketing experts are the many challenges he faced in battle. In short, our boardroom meetings are brutal (and for a good reason). Only the best ideas survive. Great ideas should be able to withstand the fierce bombardment of criticism. They should be able to stand strong after a flurry of revisions and be able to yell at the top of their lungs, “I am still here, and I am still amazing!” And, much like Luke’s one in a million shot, they should be able to execute something extraordinary.
We assure you, we wouldn’t want it any other way. In the end, we are our biggest critics because we refuse to give our clients anything short of perfection.
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