Will it make our client famous?
Traditional solutions lead to incremental results. Our solutions should be bold, original, competitive, and newsworthy. They should give somebody whiplash. Or make them do a ridiculous spit take.
Our clients deserve fortune. Fame. And the world’s best Facebook page according to Forbes.
Why should anyone give a crap?
How did the insight snowball into a bigger idea, a deeper truth about human beings? What human emotion, attitude, or behavior are we tapping into? People use brands to assemble their identities and communicate to the world, “This is who I am.” Or even better, “This is who I want to be.” Our solutions should be that focused, that relevant, and that aspiring.
What can we eliminate?
Every day we’re bombarded with over 3,000 marketing messages, including this blah blah fact you’ve probably heard a thousand times. To rise above this, we must simplify. Great advertising is created not by what we put in, but by what we take out.