"What do you think of this idea?" This was a common phrase during my time as a creative director, and it was the question I asked most often when leading up to that role. Ultimately, the final judgment of an idea usually rested with the heads of each department or decision-makers sitting in the room.
“Based on my gut feeling…” When asked how they chose the final campaign for a global brand with a multi-billion dollar annual marketing budget, a C-level executive chuckled awkwardly and responded.
The ‘form’ of an idea can be crafted by staff using references from other brand campaigns, online articles, statistics, and data related to product consumption. However, for a leader who ultimately asks whether investing the company’s resources in this idea will yield the desired results, tangible data that addresses the ‘essence’ of the idea is crucial.
In such cases, it’s helpful to treat the idea as a person and conduct an ‘Idea Interview’.
“Who are you, and what’s your role?”
“Have you effectively reflected the brand’s perspective and the consumer’s perspective?”
“Will the realities of both parties be deeply connected through you?”
“What is the basis of your claim?”
“Where’s the data to support your claim?”
In past interviews I’ve conducted, ideas have responded in this way.
“People don’t care why I exist. They only care about what clothes I wear or what work I do.”
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