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Here’s a great place. Or, if you have a good relationship with your CD, ask if you can get a coffee one day and just ask them. Tell them you’ve been watching Cannes winners and you’re trying to figure out what they all have in common.
To me, a good idea is made up of a few things that all come together to make something unique and interesting. They’re also smart and insightful. (This doesn’t mean they just have to be tear-jerkers. The best humor ideas have the same bar.) But, if we’re going to break it down further…
1. Good ideas have a human truth. An insight about human nature that flies under the radar. But, when said out loud, it’s so undeniable and feels so obvious that you can’t believe no one has ever brought it up before.
2. Ideally, good ideas don’t just have human truth, but they’re also culturally well-timed. Meaning that doing the idea five years earlier or five years later might not have had the same impact as this particular moment in time. A cultural truth.
3. Good ideas have an easy connection to the product. Something not tenuous or forced. Something that makes it easy to understand why this idea works for this product. But, even better than that, why this idea wouldn’t work for any other product out there. Because it’s so closely tied to a real product truth.
4. Good ideas have tension. If the idea checks all these boxes, or at least two of the three, in the overlap between them you’ll find the tension. The thing that makes it interesting and smart. The thing that makes your idea or solution so obvious for the brand, people can’t believe no one’s thought of it before.
5. Good ideas have craft. The idea means nothing if the execution is 💩. You could have a great idea. But, if the execution is mid, the idea becomes mid. On the flip side, an ok idea with great execution can elevate the work immensely.
That’s off the top of my head. But, I’m sure others have their thoughts on what makes a good idea. This is just what I’ve observed over the years. Hope it helps!
Human truth is optional. For example, some of the best ads of all time are product demos with no people.
A good idea changes the way people think about a brand.
My go to is: https://www.adsoftheworld.com/
Coach
This is the worst place to learn what a good idea is because they publish anything without any quality control.