The best idea does not win
July 14th, 2008 | by Dion Hughes
I’ve come to a conclusion that is disturbing for someone who pays their mortgage by creating ideas for people.
Our business is not about ideas, it’s about agreements.
The logic goes like this:
If traditional communications have become devalued;
And if the actions a brand takes are more truthful and therefore more persuasive;
It follows that the most important initial audience for an idea are the people within the client company charged with bringing the idea to life. They are the ones that will make the brand act in a certain way. They are the ones who must co-operate with each other, working from the same place and to the same goal.
So, what they need is not a great idea, but an idea they can all agree on.
Sure, let’s do everything we can to make that idea as great as it can be… but remember it isn’t great until it works. And for that, every idea needs an agreement.
Image by R80o
July 14th, 2008at 8:11 pm(#)
Nicely put. Sad but much truth in this.
July 14th, 2008at 8:33 pm(#)
tis sad indeed. hope it doesn’t put me or anyone else off going for it on the idea. like the old joke goes, this would be a great business if only everyone would agree with me.
July 15th, 2008at 10:06 pm(#)
Is there value in being a more agreeable person then? I don’t see many good creative types that everyone agrees is nice, or easy to work with.
August 8th, 2008at 3:30 pm(#)
I hate to admit it, but this is very very true.
August 8th, 2008at 3:38 pm(#)
Thanks Kevin. We aim for truth… or at least being honest. (Truth seems to be a much more elusive subject!) Ultimately, we’ve found this thought about agreements to be more liberating than depressing. If we know the true nature of what we are working with, we have a better chance of affecting it. for example, the knowledge has allowed us to be much more appreciative of deliberative processes. It’s not us that needs them so much… it’s our collaborators on the client-side. Impatience with process is counter-productive. Still, I do shed a tear for my naive days thinking that it was all about a great idea and nothing else.
August 8th, 2008at 5:08 pm(#)
Ah, oh wise one. Your words are true. As we become more and more global in our thinking and business actions, we have indeed become more about agreement and collaboration. That said, I also have to say that, other than your work of course, I haven’t seen many blow my mind great ideas lately. What came first, average ideas or too much “agreement culture”? The fact is, it exists. The question is, what do we do about it?
August 8th, 2008at 5:44 pm(#)
Thank you Jana for your comment and your exception. what to do about it you ask. Hmm. That’s meaty enough for a future blog post. The bigger the company, the more people one has to align, the greater the chances the idea has to form itself to kind medium.
Clear agreements on what is to be achieved, from the outset.
A lot more ‘touching base’ with stakeholders.
As many empirical numbers as is reasonable.
Resilient creative partners.
And finally, maybe most important of all, an idea that is big enough, that inspires everyone to look beyond their differences.
any suggestions Jana? i’ll build them into a future post.
August 8th, 2008at 6:58 pm(#)
Dion, agree this might warrant it’s own post someday. A few quick thoughts: A human truth at the heart of the direction is critical, much easier said than done. Agree that clarity of the goal is mandatory. Gone are the days that Creatives can just come back with a big unique idea without anyone else on board so checking in with stakeholders is key. As a reserch type, numbers are important but should only aid the creative process not kill it. Gaining the support of someone in the organization who “gets it” and has street cred goes a long way to success. Pick your client partners with care. Of course inspiring ideas that get everyone pumped …. later D.
August 10th, 2008at 11:42 pm(#)
Dion.
Being directly aware of your experience as a staffer I’m sure you could provide a great deal of insight to other Creatives attempting to do what you accomplished as a freelancer.
Thoughts like: “Impatience with process is counter-productive.” could only help many of us. If you have a moment, please take a look at my blog “Minds For Rent:”
http://advertisingfreelance.blogspot.com
Best,
Kevin
August 11th, 2008at 11:53 am(#)
Kevin, thanks for the prod. I will make this the subject of a future post. And thank you for taking the initiative with Minds For Rent. Whether freelance or not, we need more true creative professionals.