What’s The Big Idea?

The search for the next big idea for a client is an exploration of mind, time and skill.  There is never “enough” time before the initial presentation to be sure everything will fire on all cylinders in the minds of the clients. But if you know where you want your client to be and ensure their light bulb goes on and they say, “That is a great idea,” you will need to have the time and skill to navigate the wide breath of interpretations of the receiving parties.

All to often, “The Big Idea” can get lost in its delivery because most clients are thinking tactically when they should be considering how “The Big Idea” relates to the marketing strategy and their goals. While they are trying to relate to what you are expressing they are thinking creatively but in a tactical way. As a marketing expert, you need to be aware of this vital fact and be sure you make relevance to their specific business objectives throughout your presentation of “The Big Idea.”

In the event you miscommunicate and loose the direct link you are working to establish in the mind of the client between “The Big Idea” and how they are thinking, you will relegate yourself to being only the “Idea Guy” with little understanding of relevance and application. Worse yet, “The Big Idea” will never see the light of day – here you loose. But most importantly, the client will loose because they will fall back into their comfort zone of only thinking of tactics and in return ask your team to deliver items, not a strategy. At this point you and your company become nothing more than a commodity. There are a lot of great tactical people out their in the world but very few great originators and communicators of “The Big Idea.”

Big Idea+Relevance+Strategy+Tactics = Client Success

Ray Bouley, CEO and Founding Partner Next Step…the origin of ideas

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