Thursday, October 1, 2015
Where are all the good ideas?
I have a good idea: let's stop saying, "a good idea can come from anyone and anywhere."
And the people spouting that nonsense know it's bullshit.
It's Morale Building 101.
"Yeah, we can't give out raises or bonuses this year. And nobody gets an office. And we'll need you to work the weekend, Christmas weekend, but the good news is we're all in this together and who knows who'll come up with the game changing idea."
Based on years of experience, I can tell you it won't be the Assistant Account Coordinator who regularly messes up the late night dinner orders.
It won't be the old Media dude who has been crunching numbers since they introduced the Donovan Data System.
And I'll put my nuts on the block and posit it won't be the bean-counting office manager Nazi who has set up a DropCam in the mailroom to see who has been pinching the purple Post It notes.
Because here's the truth of the matter, a good idea is rare. And it needs to be nurtured, protected and supported. Not tossed in the waste basket because it's only the first or second round of presentations. Not marginalized because it's a smidge to the left or right of the precious strategy. And not minimized by pinning it up on a wall with a hundred, scratch that, a thousand mediocre ideas gathered at the agency brainstorming session.
Or Idea Rumble.
Or Synapse Symposium.
Or whatever fakarkta name some clever ass-nugget in Planning came up with.
I'm all for the democratization of technology, but diametrically opposed to its ugly cousin, the commoditization of creativity.
There isn't a formula for what we do. There's no science to it. It's a little commerce mixed in with a lot of magic. And sometimes the recipe can be amended with a generous helping of caffeine and a dash of Vicoden.
Moreover, it takes experience. I didn't have a good idea until I spent 17 years spitting out bad ones.
Sadly, at least in the ad world, we are not drowning in a sea of good ideas. The landscape is as barren as a 10 acre parcel of unsold land in the Mojave desert.
Of course, this is just my opinion. A perspective. A theory, if you will.
Should you require any further evidence, I invite you to turn on your television.