Is there an outline you follow when explaining ideas?

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What kind of idea? Campaign concept or just an execution? If it’s a campaign concept I would start by explaining the “why” in a short paragraph that ties back to the brief and then move onto the “how” (executions).

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Why is your idea relevant now (cultural relevance). How is it own-able to the company or brand. How is it different from competitors. Why should your audience care or respond to your idea.

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tell em what they're going to see.
tell em what they're seeing.
tell em what they just saw.

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I always go with...

Insight: (1 sentence insight or fact)

Idea: (1 sentence summary of the idea)

Execution: (1-2 sentences for how that idea comes to life)

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I just vibe it and speak from the heart/head. Less is usually more. If there’s an interesting anecdote on how you got to that idea, consider sharing it.

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Ha! “Less is more” has never gone over well. If your client or business partner doesn’t understand the idea, they’re going to say no to it—-definitely not asking questions. In my experience, at least.

Thank you all! This has been very helpful!

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