Why come up with so many ideas?
I see it like this. Once you’ve gone through your own initial screening you end up with four types of ideas:
Sparks – these can set off another idea, which can help it grow into a big big idea. You can’t predict how your partner’s mind will work, so if it has potential to be good, it could be a spark.
Dead ends – Here’s an ad that is hopeless, you just haven’t seen the hopelessness yet. Compared to other ads in the same category, it doesn’t match up in terms of unexpectedness.
Dones – If it has been done. It has been done. No point. With enough eyes that have read enough ads, it doesn’t take long to find what has been done already.
Gems – There’s a solid idea there. It’s a good ad. You just need someone else to say so too.
We’re on our way to another 50 by Friday. I’ll let you now how Round 2 goes.
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