This is an AI translated post.
'Idea Interview' for Leaders
- Writing language: Korean
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Summarized by durumis AI
- Thinking of an idea as a person and interviewing it can lead to a clear understanding of its essence.
- An idea should not be merely a form, but should play an essential role in connecting brands with consumers.
- Through an idea interview, you can clearly understand why an idea exists, what role it plays, what its basis is, etc., and evaluate it based on data.
"What do you think about this idea?" This was a common phrase I used to use when I was a creative director. It was also a common question I used to ask when I was a creative director. And it was usually the heads of each department or decision-makers who were sitting in the room who would ultimately judge the idea.
“I’m just going with my gut…” A C-level executive at a global brand awkwardly chuckled as he responded to the persistent question of how he chose the final proposal, which was being funded with billions of dollars in annual marketing budget.
The 'form of the idea' can be created by the staff based on references from campaigns from other brands, statistics from online articles, and data related to product consumption. However, for a leader who ultimately questions whether investing the company's money in this idea will lead to the desired results, tangible data on the 'essence of the idea' is essential.
It helps to ‘interview the idea’, assuming the idea is a person.
“Who are you, and what is your role?”
“Did you reflect the brand’s perspective and the consumer’s perspective well?”
“Will the reality of the two be deeply connected through you?”
“What is the basis of your claim?”
“Where is the data that verifies your claim?”
In past interviews I've conducted, ideas have responded like this.
“People don't care why I exist. They just care about what clothes to put on me, or what to make me do.”
