Monday, February 22, 2010

The Big Idea - is it dead? No its just like Fraggle Rock


Inspired by another post I decided to make my own.


What I'm seeing a lot of is that the big ideas are often lost. The tactical roll out of smaller ideas performed in incremental measurable steps is commendable for being more scientific, but often they lose sight of the overall objective/customer segment they are trying to reach and only offer similar small incremental gains. Even when added together the gains are not enough to signify "game changing" activities. These incremental steps also often gain a life of there own and suddenly start driving the marketing activity they were supposed to serve in unwanted directions.

Technically, what happens is that these incremental changes reach a local minima, a place were few significant gains can be made in the direction you need and them begin to meander completely off track.

That being said, getting a person who believes in "big ideas" to appreciate that their wonderful idea has to be disseminated across multiple channels and that within those channels there are opportunities to optimise the overall tactics is not an easy task - but then again, they are the fraggles, colourful bright and inventive problem solvers, not the doozers who make things happen.

The critical thing for me is to have a big idea tied directly into the properties of a product that connects it with the key target audience and a plan for dissemination.

The big idea is not dead, we need our fraggles to keep being inventive and work with our bean counting doozers. Come on guys, lets find a way to let the music play down at Fraggle Rock!

Footer

Add to Technorati Favorites