By sschablow October 31, 2007
Joseph Jaffe is lampooning the sacred cows of the advertising industry again. Today he took aim at the “elusive and coveted BIG IDEA.” He refutes the notion that there is a singular BIG IDEA out there. His main points:
- What a consumer thinks is a BIG IDEA may not be the same as what the marketer thinks
- Everybody wants it yesterday PLUS no one wants to pay for it
- Big ideas are equated to expensive ideas
- Big ideas are similarly, full of hot air, fluff, inflated with self-importance, exaggeration and hyperbole
Instead, Jaffe claims that ideas are about potential. He says, “. . .the idea is a catalyst; a conduit; a means to an end…and NOT an end unto itself.” He suggests we should think of many small ideas, “capable of being internalized, understood and related to on an individual level.” It would be nice if he had provided some examples of this.
Small ideas are fine, if they’re all working from the same strategy and not a mishmash of executions and messages. In some cases small is the correct approach. But it’s difficult to discount such BIG IDEA successes as BMW’s The Hire film series, Audi’s The Art of the Heist, Stunning Nikon, etc. Maybe we should still reach for the stars with our feet on the ground?
So what do you think? Is the BIG IDEA best way to succeed? Or has the time come to think more on an individual level?