THE BIG IDEA

So many people are talking about the need for a ‘big idea’ that it may be time to go back to first principles. In 1983, David Ogilvy wrote this:

It will help you recognize a big idea if you ask yourself five questions:

1.    Did it make me gasp when I first saw it?

2.    Do I wish I had thought of it myself?

3.    Is it unique?

4.    Does it fit the strategy to perfection?

5.    Could it be used for 30 years?

When I graduated from my trainee scheme at Benton & Bowles in 1983 they gave us all a copy of Ogilvy On Advertising. Today you can pick up a copy on Amazon for a penny.