Sometimes stating ideas require preparations.

Especially if we do that in a meeting discussion, university

circumstances, and also other formal meetings.

Ideas are your oxygen

If you studied accounting, you’d leave your first week knowing what the concepts “debit” and “credit”
are. And, if you entered the career of accounting, you could only do so with intimate knowledge of these
two concepts.

People can enter advertising careers without ever knowing what an idea is. Or how to define what the
word “idea” means. Or how to have ideas. Or how to explain an idea once they have one in hand. Some
people can sustain long careers through their personalities alone. And by playing a game of, “Well, if we
all don’t know then who’s to know?”

for the sick strategy life.

How to explain an idea: a mega post

What's an idea? What sorts of ideas are there? And how to explain them once you have them?

idea-writeup-template.jpeg

Ideas are your oxygen

If you studied accounting, you’d leave your first week knowing what the concepts “debit” and “credit”
are. And, if you entered the career of accounting, you could only do so with intimate knowledge of these
two concepts.

People can enter advertising careers without ever knowing what an idea is. Or how to define what the
word “idea” means. Or how to have ideas. Or how to explain an idea once they have one in hand. Some
people can sustain long careers through their personalities alone. And by playing a game of, “Well, if we
all don’t know then who’s to know?”

If you do creative work or have a creative soul, then ideas are your oxygen. This article wants you to
breathe. In it, I cover:

The differences between ideas and thoughts

The types of ideas we encounter in advertising

How strategy and ideas work together and how they’re different

Simple techniques to help you explain an idea

This article pares with How to do account planning - a simple approach and How to make a presentation
make a point. If you do creative work, these two articles will catch you up to speed with concepts that
took years for many of us to comprehend.

The book "Strategy Is Your Words" is now available everywhere from Sweathead

What’s an idea?

Words often get in the way of creativity so it’s no surprise that the word “idea” often gets in the way of
ideas.

1. We use the word “idea” to describe thoughts and suggestions. “I know this is heteronormative of me
but I have an idea: let’s eat kimchi soondubu at Food Gallery 32 in Koreatown for lunch.”

2. We use the word “idea” to describe new concepts. “I have an idea  —  it’s a business where we turn
memes into bath products  -  Dank Tank.”

3. We use the word “idea” when someone says something stupid. “You have no idea.” That’s a mean use
of the word. Don’t be mean. The world doesn’t need it.

If we focus on the first two examples, the word “idea” telegraphs that something new is coming. And if
you can pause on your Internet memes about whether anything is ever new (I’ll raise you post-
modernism and ask if anything is ever real), what we now want to do is distinguish between the way we
use “idea” as industry jargon and the way we use “idea” where we’re in casual mode.

Articles, resources, & a podcast

for the sick strategy life.

How to explain an idea: a mega post

What's an idea? What sorts of ideas are there? And how to explain them once you have them?

idea-writeup-template.jpeg

Ideas are your oxygen

If you studied accounting, you’d leave your first week knowing what the concepts “debit” and “credit”
are. And, if you entered the career of accounting, you could only do so with intimate knowledge of these
two concepts.

People can enter advertising careers without ever knowing what an idea is. Or how to define what the
word “idea” means. Or how to have ideas. Or how to explain an idea once they have one in hand. Some
people can sustain long careers through their personalities alone. And by playing a game of, “Well, if we
all don’t know then who’s to know?”

If you do creative work or have a creative soul, then ideas are your oxygen. This article wants you to
breathe. In it, I cover:

The differences between ideas and thoughts

The types of ideas we encounter in advertising

How strategy and ideas work together and how they’re different

Simple techniques to help you explain an idea

This article pares with How to do account planning - a simple approach and How to make a presentation
make a point. If you do creative work, these two articles will catch you up to speed with concepts that
took years for many of us to comprehend.

The book "Strategy Is Your Words" is now available everywhere from Sweathead

What’s an idea?

Words often get in the way of creativity so it’s no surprise that the word “idea” often gets in the way of
ideas.

1. We use the word “idea” to describe thoughts and suggestions. “I know this is heteronormative of me
but I have an idea: let’s eat kimchi soondubu at Food Gallery 32 in Koreatown for lunch.”

2. We use the word “idea” to describe new concepts. “I have an idea  —  it’s a business where we turn
memes into bath products  -  Dank Tank.”

3. We use the word “idea” when someone says something stupid. “You have no idea.” That’s a mean use
of the word. Don’t be mean. The world doesn’t need it.

If we focus on the first two examples, the word “idea” telegraphs that something new is coming. And if
you can pause on your Internet memes about whether anything is ever new (I’ll raise you post-
modernism and ask if anything is ever real), what we now want to do is distinguish between the way we
use “idea” as industry jargon and the way we use “idea” where we’re in casual mode.

Ideas are thoughts but not all thoughts are “ideas.” Here’s an example of the use of the word “idea” in
an agency setting: “I have an idea — let’s do something with augmented reality or Blockchain or make a
special lens.” This isn’t wrong; it’s sloppy.
In the traditional industry sense, “idea” means a novel concept. But when it’s used as in this example, it
masks the lack of an actual idea  —  like when someone dumps in the word “strategic” before they say
something that’s not strategic. It ups the importance of what comes next. The problem: sometimes this
works as a meeting tactic but does not lead to good or clear thinking.

Compare this thought with the use of the word “idea” as a novel concept: “I have an idea  —  I want to
create a tool that runners can use to track how far they’ve run and then compete with each other by
sharing their achievements via the Internet. They’ll track it via this technology in their shoe which will
talk to their computer.”

Ideas and thoughts feel different When I’m training people in lateral thinking, I point out how adding
mischief feels different in the brain. But see how the two “I have an idea” statements above feel
different? One is a yawn, the other a kick in the pants.

Yes, it’s complicated because humans complicate things. And what complicates all of this is that, as far
as “ideas as novel concepts” go, in agency world, there are:

Business ideas

Advertising ideas

Brand ideas

Campaign ideas

Content ideas

New product ideas

And strategies (which are also ideas  —  even though the monopoly on the use of the word “idea” in an
agency belongs to the creative department).

Oh, and concepts. “Concept” suggests a higher-level of thinking. To call something “high concept”
means it’s asking a big philosophical or existential question. For example, what would life feel like if we
started old and got younger every day? People use the word “concept” in agencies in as slippery a way
as they use the word “idea” so it’s important to discuss the words you hear.

It’s can seem fussy but it’s useful to create a glossary if you’re working with a team for any period of
time. The point isn’t to be a fascist about words. The point is to reduce confusion and help people work
better.

Here is example of dialogue giving ideas

G : Ah! Sunday

N : What's wrong with Sunday?

G : I like Sunday.

N : Why?

G : Because I can have a rest.

N : Hmm I see. But you know, Sunday is the end of the week which means there will be Monday
afterwards.

G : Up to a point, but we can spend Sunday by watching movies.

N : Hmmm. Great idea, what movies?

G : What about Twilight?

N : Oh, really? Twilight

G : Yes, what do you think?

N : I don't mind

source:

https://www.markpollard.net/how-to-explain-an-idea/