Post #4 By Bobby Borg: How To Choose One Creative Idea Over Another

For the last two weeks we have been faced with having to choose a big idea upon which to write a final paper and develop a presentation that moves our guest speaker and panel of peers. Many teams have already begun this process and are fast at work, while others are yet to embark on this difficult process. So how does one go about choosing one creative idea over the other? Samuel Bacharach and the folks at Inc. offer 7 steps that might offer some additional help. Be sure to offer your own pointers in the comments below. 

1. Is The Idea Based on Research? Is the idea based on research such as the interview, observational, and sentiment analysis research that was conducted by your USC team at the beginning of the quarter? Is the idea truly derived from all of your insights? To be sure, don’t confuse this to mean not taking risks and pushing the limits, but rather to choose ideas that are not merely based on pure assumptions. Utilize your research and more research if possible!

2. Does the Idea Have Staying Power? Does the idea have the potential for a sequel or series of ads that can run over the next few years? In other words, do you see a follow-up to the idea or is it just a one hit wonder that is only capitalizing on a recent trend or fad? Often the biggest ideas are those that last the longest. For inspiration, think of some of the great “Big Ideas” discussed in our blogs this week that have lasted for decades: Dos Equis: “The Most Interesting Man campaign,” and Milk: “Got Milk,” are two campaigns to name just a few.

3. Does The Idea Fill a Practical Need? Does the idea help to fill a need and to solve a problem in the marketplace? After all, while we have all been taught that an idea must be entertaining, it must also fulfill some functional benefit that makes the target audience believe they need to go buy it.

4. Is the Idea Sticky? Does the idea stick into your head, heart, and soul after hearing it? According to Bacharach, no matter whether an idea is humorous, heart-felt, functional, or it challenges the audience’s current way of thinking about a brand or company, a truly “sticky idea” is one that makes an emotional connection with both the creator and with the target audience. It makes people stop and think about the concept and frankly to give a serious damn. A sticky idea makes people want to talk about it and it makes people want to share it.

5. Can The Idea Be Integrated?  How well does the idea integrate into the complete brand of the organization? Is it aligned with the overall company strategy or positioning statement? Can the idea be executed on a number of different platforms utilizing a number of different marketing mix strategies while still remaining effective equally across the board?

6. Is the Idea Financially Realistic? While Bacharach and the folks at Inc. didn’t set any budget limits to indicate what is and is not practical, nor did our USC instructors, clearly there is a point when we should know whether an idea is impractical. Can the idea really be pulled off within reason, or is the idea so over inflated it will never see the light of day?

7. Do Your Team Members Like It? Finally, a great idea is one that the entire team can stand behind, because it is the entire team that will be pitching it! This begins by the team members all being open-minded, and not immediately shutting out an idea on the first word. All of the members of the team must work together to brainstorm ideas freely, and then to slowly narrow down one idea after the other based on the criteria mentioned above. The process must not be rushed. In fact, it might take several attempts before everyone is equally passionate about choosing one creative idea over the another.

So you heard it from Samuel Bacharach and the folks at Inc with of course a little peppering from me as well. Please remember to leave your own tips for choosing one creative idea over another. I’m sure we all could use the help. Peace out and fight on!

Bobby Borg is the author of five entertainment-based books published by Billboard/Random House and Hal Leonard Creative Arts Group. He also writes regularly for a series of Blogs. He can be reached at www.bobbyborg.com