Banishing the “But” – The Silent Saboteur of the BIG IDEA

There are two things that come to mind when thinking about the “Big Idea.” One is within the realm of marketing and advertising, and the other has to do more specifically with innovation in regards to products or technology. For this article, we will focus more on the marketing and advertising side, and the way forward.

We definitely believe the concept of the big idea still exists. However, in order to get there, we have one rule, and one rule only, and it is called “No Buts” – meaning when we are working to solve problems or come up with fresh ideas, no-one can say “but”!

“But” is a dream stealer and an innovation killer, puts others’ ideas down, and leads to the dark abyss of lost creativity. This also has a negative effect on working together as a team and therefore your business.

When it comes to marketing and advertising the concept of the “big idea” remains a powerful and influential aspect of creative campaigns. The big idea is essentially a central, compelling concept or message that captures your audience’s attention and resonates with them on an emotional or intellectual level. It can serve as a foundation for an entire marketing or advertising campaign and unifies various elements, such as visuals, copy, and media channels. A lot of companies don’t practice this because they simply don’t know how to get there on their own, or understand the positive impact to be had. This is very common.

To create a big idea you must incorporate a blend of creativity and curiosity, and have an organized approach. On the marketing and advertising side, all the small problem-solving ideas are still innovations. These minor innovations over time also contribute to the big idea. Sorry, we can’t seem to get away from innovation being at the heart of all things business. Creativity and innovation are like very close siblings: They just can’t be too far from one another at any given time. 

This is what is required for a BIG IDEA to emerge:

  • Open-mindedness to possibilities
  • Free and big thinking
  • A workplace that embraces and fosters creativity
  • Commitment to put doubt aside
  • Divergent thinking
  • Delayed evaluation and critique
  • Risk taking

By excluding the “but,” we create an environment that reinforces innovation and creativity. Allowing “buts” stifles big thinking, and big ideas – and therefore they can’t coexist. You should know that not every idea will immediately become a big idea, but each idea can collectively contribute to the journey there. The big idea gives you the ability to engage, inspire, and create a connection between your brand and your target audience.

Unlock the full potential of BIG IDEAS by ditching the silent saboteur! Let’s Banish the “But” from our vocabulary and make room for limitless creativity and clarity. 💡   

#BanishTheBut – You heard it here at CarneyCo first!

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