Steve Lance: What's Your Big Idea

Steve@psinsights.com

1 Creativity can solve anything
2 Limits create limited creativity (clock Vs wristwatch - don't make the problem too big)
3 there are no bad creatives in any company in the world (only bad environments)

Give every idea a chance to live (like a fine wine). The glue for Post it notes was initially a huge failure.

180 degree exercise: start by coming up with the worst idea first, then turn it into the best. - dolls for boys: action figures

Embrace your Brand truth in a way that the customer understands ("save money, live better")

Benefits have advantages have features. Embrace the benefit. Live vs break faster vs anti-lock breaks

Never tell the client your work is finished. Let them tell you. 70% rule.

Mine your first takes: low calorie beer

Market to the emotion:  Pampers "keeps your babies drier"  not "easier to clean up"