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Insight
Idea
How it comes to life (with visual)
Either 3 lines or 3 brief pages
Insight, idea, execution ;)
I’ll agree with insight, idea, execution and add that the name can often help if it’s catchy.
Mentor
Back in my day (not too long ago) we would just bring a bunch of papers with idea title and a sketch (if needed).
Now everything has a deck with midjourney visuals on it and I don’t like it and don’t care. Not on first rounds.
I like the bunch of papers. Even the stupid not fleshed out ones. Don’t waste your time crafting stuff I might kill. And don’t edit yourself too much.
I’d rather that time spending naming the idea. i love a good idea name .
Coach
Confidently
As ever it depends on the idea. I once got an idea all the way to client with nothing but a very shitty drawing. But it was an equally stupid idea, so taken together it made people laugh enough that it just kept hanging around.
My former CCO and creative legend taught me to write the idea title as a PR headline. I think the idea behind that is to show if it’s truly attention worthy. And if it goes to clients, the imaginary reaction helps them “see it” better.
My current CCO loves a clever sticky name for an idea. I don’t get it but i’ve seen questionable ideas live far longer than they deserve to on a name alone.
i do
Insight. Idea. Execution.
(Reiterating what the other two said until it becomes a mantra)
Don’t matter as long as they’ve had their lunch
Context, ideas as headline, how it comes to life, visual reference or mock.
Coach
Present all your ideas as memes, trends or both
Just don’t spend 10 minutes setting up every idea. Please, I beg of you. The longer the set-up, the more tortured the idea usually is.