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February 15, 2008
Why Ideas Get Shot Down
I have many years in the business and have accumulated a corresponding number of reasons why ideas get shelved.
Of course, every situation is just that - situational. And often we find it easier to point the finger somewhere else. Over my time I have seen ideas denied the light of day using the following "explanations":
We tried that before and did not work
I do not understand it so no one will
It is too complicated
It is too simple
It is too expensive
It has not been done before
I think the difference between good ideas and great ideas are that great ideas find their time. Often it is not the idea itself but the timing of their introduction. How about you - what examples or reasons have you experienced where ideas were shot down?
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This page contains a single entry from the blog posted on February 15, 2008 5:21 PM.
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Comments (4)
jappreet
firstly, we are witness to this strange phenomenon where product managers( read people who think because they know the product they can market it) have become the marketing guys. i call it strange because it takes every single iota of patience to intern them in to what really they should be asking the ad world for. it gets tough when they realise they are the 'client" and need to sound and look intelligent and make it very interesting for us( read tough...impossible maybe) and then when they are completely confused, they justify their role by asking for a really big logo, where his boss cannot miss it. the excuses i have tolerated so far:
1. will take too long to execute, maybe next time
2. boss wasnt too keen
3. boss will not be too keen
4. im not sure about the color...
5. i forgot to mention an important part of the brief, its BTL
6. its essoteric, TG will not understand it
7. where is the celebrity?
8. this is not what i asked for! where is the 5 inch logo?
9. i think its a great idea, lets cut the fist half and stick with the product shot for now.
10. can you idiot proof it?
11. this is for awards, people will not like it.
12. can you put a toll free number in the first frame, actually through the film?
and it continues...
Posted by jappreet | March 17, 2008 5:02 PM
Yves Fordel
After 20 years in communications, the main reason why ideas are shelved or not has to do with the person who is selling them.
He, only he, can change tone, work with the state of mind of the audiences. We did trials with one same idea. The man who was a real seller, managed to sell the idea to non-potentials! We did trials in weekends... same result.
It's nothing more than a product to sell to an audience...
Posted by Yves Fordel | March 25, 2008 8:06 PM
Joseph Steel
What really gets shelved, great ideas, or the obviously biased opinions of the creatives who worked on them?
Posted by Joseph Steel | April 1, 2008 6:57 AM
Asha Phillips
The greatest ideas have withstood the test of time. That, I believe is the true trial of greatness. I have yet to attain real life experince as a proffessional creative, however that will change this summer as I embark on an internship as an art director at DDB Chicago, through the MAIP program.
As of now, I reply from the viewpoint of an ordinary consumer. The most notable creative ideas have proved to be consistent and distinguished. In the end though, its all about what is going to initiate the greatest return.
Posted by Asha Phillips | April 12, 2008 1:31 AM