A big idea solves a big problem Darwin illustrates the point that you can’t have a big idea without understanding the nature of the problem. If you’re looking for a big idea, sometimes you need to dig deeper behind the brief for insight on the real issues that need solving.

1. WHAT’S THE
BIG IDEA?

2. The Big Idea
Ad men and marketers have long championed the Big Idea as
the basis for successful campaigns, products and brands.
Today, many brands and businesses are looking for big,
media-neutral ideas to focus and direct their content marketing.
But what makes an idea big and how can you improve your
hit rate on big idea generation?
What’s the big idea?

3. Let’s start with what many call the biggest idea ever.
Darwin’s theory of evolution* is based on the idea that creatures
evolve by adapting to their environment.
The important thing to note about this breakthrough moment
is the massive question that it solves; the diversity of life on earth
and where we all come from.
*DARWIN KNEW HIS IDEA WAS A GAME CHANGER, SO HE KEPT IT UNDER WRAPS
FOR 20 YEARS BEFORE PUBLISHING HIS BOOK IN 1859, ‘ON THE ORIGIN OF SPECIES’.
Evolution
What’s the big idea?

4. Darwin illustrates the point that you can’t have a big
idea without understanding the nature of the problem.
If you’re looking for a big idea, sometimes you need
to dig deeper behind the brief for insight on the real
issues that need solving.
A big idea solves
a big problem
What’s the big idea?

5. On one hand, a big idea answers a practical, functional problem.
A bicycle* gets you from A to B.
For marketing a bicycle in a competitive world, the big idea needs product focus. You could
take ownership of a key benefit such as performance, design or functionality.
Secondly, there’s brand focus – what deeper, bigger, human emotional need does it deliver?
There’s lots of territory to play with – from fun to status, competitive achievement,
individuality, companionship, mid-life crisis…
The two sides to a big idea
*THE BICYCLE WAS THE IDEA OF KIRKPATRICK
MACMILLAN, A SCOTTISH BLACKSMITH, IN 1839.
What’s the big idea?

6. For real insight on your customers you need
to understand their goals in life.
The psychologist Maslow proposed a hierarchy*
of human motivations on a rising scale.
Big ideas often seek to solve the higher human needs
such as belonging, individuality, creativity.
Human needs
PHYSIOLOGICAL NEEDS
Air, Food, Water, Shelter, Clothing, Sleep
SAFETY & SECURITY NEEDS
Health, Employment, Property, Family, Stability
SELF-ESTEEM NEEDS
Confidence, Achievement, Respect, Individuality
LOVE & BELONGINGNESS NEEDS
Friendship, Family, Intimacy, Connections
SELF -
ACTUALISATION
Morality, Creativity,
Spontaneity, Problem Solving,
Authenticity
*MASLOW’S HIERARCHY OF NEEDS IS AN IDEA
PROPOSED BY ABRAHAM MASLOW IN HIS 1943 PAPER
‘A THEORY OF HUMAN MOTIVATION’.
What’s the big idea?

7. The best big ideas are brought to life by great storytellers.
They start with the insight and inspiration, the creative spark
and the journey to an incredible outcome.
The John Lewis Christmas ads are great examples
of storytelling around a consistent big idea. Whether
it’s snowmen, penguins or the man on the moon,
they’re all about companionship.
Tell a story
*THE MAN ON THE MOON CAMPAIGN PICKS UP ON ONE
OF THE BIG SOCIAL ISSUES OF TODAY – LONELINESS
What’s the big idea?

8. When it comes to big ideas, originality counts. In 1959, VW’s
‘Think small’ campaign* went against the current thinking
of the time, when bigger was better.
With its playful copy and cool photography, it made
motoring economy feel aspirational and set the standard
for big idea ads for many years to come.
Think different
*IT ALSO HELPED THE VW BEETLE BECOME ONE OF THE
BIGGEST SELLING AND BEST LOVED CARS OF ALL TIME.
What’s the big idea?

9. Some big ideas take an existing good idea and
transform its scale and ambition.
Airbnb. Belong anywhere.
In 2006, in order to pay their rent Joe Geebia
and Brian Chesky had the idea of renting
out airbeds on the floor of their San Francisco
flat and serving breakfast. Airbnb was born.
It’s already worth $20 million.
Think better
What’s the big idea?

10. So, how do you have
big ideas?
Start with insight. Understand the customer and their problems.
Turn it around and think of the human motivations.
What’s the practical goal the customer wants to solve?
And what’s the deeper underlying human, emotional goal
that you can solve for them?
Tell the truth. What are the undeniable truths about your product
or customer behaviour that no-one else has taken claim to.
WHAT’S GOING ON IN YOUR ORGANISATION’S MACRO ENVIRONMENT?
SCAN THE FIELD FOR ANYTHING OF INTEREST USING A PESTLE ANALYSIS – POLITICAL,
ECONOMIC, SOCIO-CULTURAL, TECHNOLOGICAL, LEGAL AND ENVIRONMENTAL.
What’s the big idea?

11. Get out of your comfort zone and be inspired by something
completely different from another industry, country, the past, future.
It may inspire the idea itself or how to execute it in a better way.
Be inspired
What’s the big idea?

12. No rules
Creative people know the value of thinking
like a child, where anything is possible.
Give yourself permission to ignore the rules
of your industry.
What’s the big idea?

13. An organised brainstorm session may set the idea process off,
but often the best ideas can happen when you least expect, so give
it time to develop and mature.
Let the idea mature
What’s the big idea?

14. Finally, always carry
a notebook.
You never know when the big idea will happen.
What’s the big idea?

15. Milestone Creative
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