A Good Idea vs. The Good Idea

February 1, 2010 at 6:19 pm (advertising, industry, kate, random) (, , , , , , )

As an ad creative, one of the big things that keeps the drive alive, and desire to stay in the industry is that feeling you get the moment an idea comes up that you know is a good idea… We’ve all heard that in a brainstorm there are no bad ideas… Actually, most of the time there are plenty of good ones, even more so-so ones, plenty of “meh” shoulder shruggers and takebacks*, but nothing tops the one, golden idea.

The difference between a good idea and THE good idea I’m referring to is that you’re very much aware it is golden. There’s an element of excitement you feel, picturing and planning the best laid plans for how the campaign will play out, and that recurring thought, “this is gonna be soo good.”

It can be a little bit demotivating sitting in a pool of ideas that are only “okay”, and trying to pick the one with potential to be molded into something great – something it’s not. Then what can you do? You can’t reshape dried cement – which I’ve tried to do, and yes, they are comparable.

When an idea hits you and you with absolutely no doubt in your mind that it is the greatest idea EVER… Okay maybe not ever, but the greatest solution for that particular client, then you’ve picked the chocolate bar with the golden ticket. Yes, you’re fucking Charlie.

It makes you just want to dump every other idea said this far, and quit thinking of new ones. All you want to do is nurture the new brainchild. And why wouldn’t you? Did Charlie continue buying Wonka bars that same day after he won? No he didn’t. ‘Cause he already picked the winner and knew he was headed to a world full of endless joy.

Maybe in those situations that’s all you should do. If there’s any doubt in your mind as to whether it’s the best idea, then we’re talking about different things.

You can still salvage some of the others, but let’s be honest, they’re just filler now. Maybe I’m lame, or too optimistic, or too into advertising. But when there’s an idea that I’m positive is going to work, my brain explodes into confetti and if life were a musical, that’s the moment where the fully choreographed and costumed backup dancers would appear.

*Takebacks = “Hey how about… Oh, wait…Actually, no.”

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