Many ideas are fabulous, but do not communicate the right message.
•I have seen creatives and production chase an interesting nugget that takes everything sideways and tangential, all in a quest to be unique.
•Brilliant, but brilliantly off point.
•The right idea perfectly blends insight, strategy, creativity and uniqueness. It doesn’t cherry pick one of them, and miss the mark on the others.
•When looking at ideas, it can work in both directions: This is right on, now do we believe we can make it great? OR this is great, now can we bring it on strategy and make it right?
•Truly great ideas are brilliantly creative… and on point.