Monday, 4 January 2010

The Idea Moment

More and more of us are trading – and competing - on ideas. From ad agencies like Saatchi & Saatchi to one person companies, we’re all in the ideas business.

But of course ideas aren’t an easily-produced commodity; there is no proven production line for churning out genius game-changing thoughts.

You can spend a whole day, a whole week - or even longer -searching for ‘that’ solution, for the clarity of vision on a project. And still, you might get nowhere, sitting frustrated, manacled to your desk, laptop or notepad, scratching your head.

But all it takes is for one single, simple, short moment of clarity to get *it*. Not always a ‘eureka’/ light bulb moment, not always that jaw-dropping but nonetheless you’ll get it. That solution, a wow product idea or instant solution to a problem will suddenly appear with the instant realisation that this can make a significant difference to your business or career.

The Idea Moment is difficult to define. It’s like scanning the screen or searching across a landscape and not seeing anything. And then suddenly… like a silver lining to a cloud, a glimpse of late sunlight on a cloud-filled afternoon, you get ‘it’; that return of investment, that moment of clarity as all becomes clear. Not even a minute, just a split second of the recognition that it’s a good idea, is enough.

If ideas are important in your business, know what currency of ideas-generation gets results. Know what makes a good idea and do whatever it takes to create and sustain more and more of them.

Think about it.

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