This week in the office we were talking about what makes great, significant, ideas different from ordinary ideas. Here’s where we got to:
We said to ask:
- Could an artist have made this?
- Could you talk about it in the pub?
- Without embarrassment?
- Do I give a shit?
- Does it affect culture?
- Is it a first?
- Does it change anything?
- Does it make me think?
- Does it move me?
- Does it make me feel?
- Does it start a discussion?
- Is it ambitious?
- Does it break any rules?
- Is it innovative?
- Can you simply say the idea in 10 words?
FYI: We also had some contributions from other lovely folk later, including;
- Do I want to make it?
- Does this scare me?
- Is it on brand?
- Does it increase inclusion?
- Will it motivate audience?
- Does it solve problem?
- How much value does it add?