You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
You took my comments way out of context. I am not at all arguing in favor of the old fashioned big idea -- media based, controlled, tagline centric, repeated over and over ad nauseam. In fact, I voted that the Big Idea (the way you word it anyway) is dead.
However, if you read my piece (a work in progress, by the way) it says that the Big Idea has evolved. That we still need Big Ideas even in small packages.
From the post, I wrote:
"Encouraging small, individual ideas is great. But we can't let small ideas free us from striving for great ideas.
Big can be small, cheap and underproduced. Think Shocking Barack from a couple of years ago.
Big can be an event seen by no one until the video of it goes viral. TNT Square.
Big can be a clever solution to a marketing challenge. Skype in the Classroom.
Big can be a mobile shopping experience. Tesco in Korea.
Big can be a novel way to leverage an event. Jet Blue's Election Protection.
Big can be connecting the web to a robot. Nike Chalkbot.
Big can be a single TV spot that represents a brand's actual behavior. The Guardian.
Big can be a one-shot event; granted huge and expensive and outrageous helps. Think Red Bull.
Duke Ellington said there were only two kinds of music. Good and bad.
We could possibly end this debate entirely with an agreement that there are only two kinds of ideas. Good and bad.
Once good ideas were big, clever, fresh, original, memorable, motivating and enduring. Today perhaps all that's changes is that they are useful, shareable and participatory.
They may be one shots. They may be home made. They may be campaigns. They may be supported by millions. Or thousands.
But one thing is sure. Whether they're big is no longer up to the creator. It's up to the user."
Why you chose not to focus on my key points I don't know. But the quote above reflects my thinking and teaching.
Values replaced the big idea IMO. Total commitment to these values tells a story that is more relevant in today's digital world.