GETTING TO THE BIG IDEA - PART 1
When we began instructing marketers some 20-years ago regarding how they could make their marketing matter more, one of the participants kept raising the question, “When are we getting to the BIG Idea?” Back then we believed it was a judgment of relative value as in one idea proves to be more fruitful than another. There are ideas, and then there are really big ideas. But we’ve come to learn that’s part of it but there’s more to it, much more. Chances are you are searching for the BIG Idea. Nearly everyone is in search of a BIG Idea these days. Nobody wants little ideas. Even small brands and companies want, and need, BIG ideas.
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