Good ideas vs great ideas.

26 February 2025

Tips for understanding which is which

Ideas,​ as you know, ​can change the world.​
​And if you’re a marketeer,​ that same creativity is ​proven to be the most ​effective tool you have​ (they have an effectiveness-magnifying effect of x12).​

* (besides the scale of your company– but that is out with your control)

£1 used in marketing that’s truly creative,
has the effect of £12.

But ​how do you define ​what’s good? ​Or even ​GREAT?

You can pre-test ideas.​ In this sample audiences offer direct feedback or facial analysis gives non-conscious reactions or A/B testing indicates decision making etc. But, all have failings.​And all cost money.​

So​ how​ do​ you​ get​ on​ the​ right​ path?​

Before you spend in testing, ​production or media…

Try asking yourself ​these questions:

Would anyone talk about it in the pub? (without embarrassment).

Do you want to make it?
Did it break any rules?
Does it solve a problem?
And as it does it, does it strengthen the brand and take it forwards?
Does it change anything?
Can you say the idea in 10 words?
Is it a first?
Does it make me feel something?
How much value does it add?
Will it motivate the audience?
Does it make me think?
Does it affect culture?
Does it start a discussion?
Could an artist have made this?
Does it scare me?
Is it ambitious?

It’s rare for anyone to tick all off, but they’re a starting point for a good discussion.​