Getting a big idea is like panning for gold in the river and discovering a shiny nugget.
But those moment of brilliance are pretty rare.
In his book, Ogilvy on Advertising, the legendary David Ogilvy said he had no more than 20 big ideas in his career. Yet he also believed that for an advertising campaign to be successful, a big idea was a necessity.
Most of us have no problem recognizing our own amazing ideas.
It’s pretty hard to miss that feeling of coming up with something new and exciting, the relief of finding the perfect solution to a problem or the joy of a creative breakthrough.
It’s a lot tougher to recognize a big idea from someone else.