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That’s the brief marketers are faced with. Compressed budgets, shorter timelines, and more noise. Yet still, we need to grow.
There’s this pressure to come to the table with a big, splashy idea to put our dollars, energy, and effort behind.
But it’s impossible to know if an idea will resonate until it’s out in the world interacting with the intended audience.
And what’s worse, big ideas can die before they get out. Overthinking, overspending, or new cultural context can leave an idea scrapped on the cutting room floor.
But what if the best big idea is actually a small one?
The ingredients are simple: A challenge or objective, an idea or insight, and a what if.
For example: What if we make short animated films to support our struggling product?
That’s how Pixar was born.
The approach gives you permission to quickly put an idea in the world and let it evolve from there. It lets you build momentum, gain consensus, and change directions if you need to without huge investments in time or money up front.
It’s like a lab where you test a hypothesis.
Top-notch comedians test their jokes in dive bars. World-class chefs perfect their dishes in test kitchens. Why can’t scrappy marketers test their ideas, too?
~ Brent, and the Team at Clique
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