Ballet - ballerina - men in tights - Nutcracker - classical music. Tennis - tennis ball - tennis racquet - tennis court - Wimbledon - grass - Nadal - ball boys. Linear thinking takes a topic and breaks it into its natural attributes - it follows one line of thinking (hence, linear). The easiest way to understand lateral thinking is to start with linear thinking. Sure, plenty of people have trademarked frameworks and sound-bites that sound smart but when you ask them to not just define one of the basic words our industry operates by but to also give you an example of something they've done that brings it to life, often the definition that sounded smart doesn't have a smart example to live through.Īs a fan boy of Edward de Bono, the man who coined the phrase 'lateral thinking', I do appreciate his ideas on ideas. Next time you hear someone use the big vs small idea rhetoric, nod politely then ask them what they think an idea is - preferably in front of the audience for whom the rhetoric was intended.įor an industry selling knowledge and thinking, I'm often amazed at how undeveloped our own understanding of what we do is - what a strategy is, what an insight is, what an idea is. There are only ideas that work and ideas that don't. There is only original thought and unoriginal thought. In reality, there are only ideas and 'some thoughts I've had'.
#Big idea logo pop tv#
It's actually about a whole bunch of digital executional stuff versus a TV script.
I'm tired of hearing it, and I'm tired of it nearly getting in the way of coming up with good stuff.īecause the comparison is not about big ideas versus small ideas. It's a dubious act of political rhetoric that I've seen mostly deployed by digital agencies to make older agencies look their age often the older agencies oblige.
It's Fox News narrative re-framing applied to advertising. The debate about big ideas versus small ideas is dumb.
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