Those ideas that sink straight into the quicksand of mediocrity.
We've all made them, safe, non-polarising ideas that are really easy to sell and even easier to ignore.
In the end the non idea is completely unremarkable and forgettable.
Playing it safe is actually the bigger gamble.
Even if the idea clearly communicates in the most relevant way, if no one notices, it's still waste of time and money.
Instead, let's be all-in on something. Anything.
An idea with conviction gives the brain something to grab onto.
Even those pesky advertising earworms. Irritating? Maybe. Forgettable? Not likely.
Protect the sharp edges.
We need to collectively recognise what makes an idea live in the extremities.
If we protect it's memorable tension point, we're on our way to an interesting edge.
Whittling happens.
Especially when ideas are getting 'refined and aligned'.
Slowly sanding away at its 'point' of interest will result in nothing sharp being left to cling on to.
Smooth...and boring.
Stay the course in production...or the middle will eat the concept alive.
The most memorable work is built with an eye on production form the start.
As budgets and logistics creep in, it's easy to drift back to the 'easy-to-make' waters.
We hold our breath and let it polarise.
Now our 'sharp idea' is out in the world, it's another moment to say brave.
Whether people love it or hate it, if it's sparking conversation, it's doing its job and that's where brands need to be.
A great idea takes the same amount of time and effort to make as a bad one.
So let's go with great, because the middle is easy, but avoiding it isn't.
