This document provides tips for developing and pitching creative ideas. It discusses focusing on ideas rather than formats, and developing ideas that are relevant to clients, resonant with target audiences, and different from existing options. Frameworks are presented for assessing ideas, including whether they are simple, unexpected, concrete, credible, emotional, story-driven, and shareable. The document emphasizes rigor in the ideation process and pitching ideas clearly to clients using frameworks like "relevant, resonant, and different" to improve sign-off rates and reduce failures. Continuous evolution is advised to get better at developing high-impact content ideas.
51. @hannah_bo_banna
why do pop songs sound the
same?
they use the same 4
chords
bring it to life with a
mash up
combining
previously
unconnected
elements
execute in a way
that adds value
81. @hannah_bo_banna
we’re not in the business of inventing urban legends
but we are seeking to create things
which other people want to share
82. @hannah_bo_banna
as such we’ve taken the ‘Made to Stick’ framework,
added a factor of our own,
& applied it to the content we create:
simple
unexpected
concrete
credible
emotional
story
shareable
112. @hannah_bo_banna
we needed to get better at coming up with ‘good’ ideas
which were right for the client
AND
get them signed off
we needed to get better at pitching ideas
142. @hannah_bo_banna
we think people will share our piece because it:
makes them look smart
and/or
makes them look cultured
and/or
makes them look interested & interesting
and/or
makes them look like they care about being creative
183. credits
Images:
alien: http://www.wired.com/2010/02/0205hr-giger-born-science-fiction-artist/
kidney heist: http://www.marthastewart.com/275076/a-housewarming-cocktail-party/@center/277004/kevin-sharkeys-home-
makeover#222626
unexpected - http://thabto.files.wordpress.com/2013/07/shocked-face.jpg
daily rituals - http://24.media.tumblr.com/011d7a30de400a6f5f9244775f95781a/tumblr_mmg8etEJt81qzlz5go1_r1_1280.jpg
emotional - http://adland.tv/ooh/feed-sa-trolley-ambient-south-africa
swing - https://www.flickr.com/photos/21745851@N00/4805435840
facepalm - http://www.urbandictionary.com/define.php?term=facepalm
no finish line - http://www.quotesvalley.com/images/50/there-is-no-finish-line-5.jpg
danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013
unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3
Big love to to the wonderful Distilled folks who helped me put this together.