5 Big Ideas You Haven’t Tried Yet
So how can you come up with your own big idea? I have three suggestions.
First, study your competition. Chances are, your competitors are doing pretty much the same thing. You have the opportunity to do something different. And trying to be different is the first step toward getting a big idea.
Second, do some research. Have you ever been frustrated not being able to come up with an idea, and then you learn just one more thing ... and everything falls into place?
The more you know about your product, market, customers and prospects, the easier it will be to come up with a big idea.
Talk to your sales force; talk to customers; go into a supermarket and talk to shoppers—any of these things can give you a big idea.
Finally, take a few chances. The person who came up with the gecko for Geico absolutely did.
I wish I was there at the presentation. I'm sure the key executives said, "We're trying to portray ourselves as a top-level insurance company that people can trust. And you're recommending a lizard as a spokesperson?" The rest, as you know, is marketing history.
My Biggest Idea
Sometimes big ideas are born out of sheer desperation. A few years ago, I was hired by Myer-Grace Bros. department stores in Melbourne, Australia, to relaunch its credit card.
After an exhausting 17-hour flight, I was met at the airport by one of the marketing people who insisted on bringing me down to the store's headquarters to meet the marketing director.
"But I just flew in—I need to shower and change!" I protested. "He just wants to meet you for a few minutes," I was told.
And so I was led into the marketing director's office, where he had the following words up on a huge whiteboard: "The Myer-Grace Card."