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).
It’s rare for anyone to tick all off, but they’re a starting point for a good discussion.
Watch the video for the full piece.
Learn more about how we’ve done this for clients in our case study