Go Ahead, Think Small

April 21, 2016
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The elusive big idea. The phrase itself is a misnomer that all great ideas are big. Facebook is actually a fairly small idea: connect online with the people in your life. Uber. Small idea: order and pay for third-party rides via a mobile application.

The beauty of a big idea is that it is simple, feels natural and immediately solves the challenge at hand. A big idea starts as a germ and grows into something truly customized for a client that includes its brand ethos and personality.

Ideas are my personal passion and something we’re darn good at here at Branigan Communications. There’s no software or hardware or easy button to push to create a winning idea for a company. Great ideas can’t be automated, bottled, boxed, shipped or printed. (By the way, there is no box to think outside of: It’s not 1992 …)

Automation and the Internet of Things are here to stay, no doubt about it. One of our most trusted clients has built a global logistics empire through intelligent software and sophisticated logistics system design. This type of automation can deliver the pink pair of pumps needed for the event this weekend, but it can’t intuitively match it with the dress, the makeup, the hair, the completed look or the feeling you get when that outfit is a hit at the party.

That’s it! The feeling you get when you know you’ve hit on the idea for a client. There’s nothing more rewarding than presenting a winning idea and knowing that it’s killer — often born out of a small insight.

Well, there is one thing that’s better than that: trust. Strong client relationships based on trust enable us to execute an idea from start to finish. And let’s not count out experience. We’ve all been a part of campaigns that fail, but there are still learnings to be had. The common denominators of failed campaigns are typically rooted in a forced idea, or executing a piece of the idea, rather than investing in the whole.

Experience, confidence and the kind of creativity that many shy away from, mixed with a keen dose of business understanding, is the recipe for an idea with staying power.

Oh shoot, I’ve said too much. Now you’ve got the key ingredients to achieve your KPIs! Well, not so fast. A recipe doesn’t dictate success. The magic is in how an idea is born. Sometimes it’s at lunch with a BC colleague or it grows out of an email from our intern — there’s no idea that we won’t ponder.

You see, at BC, sometimes those small ideas get the best results.

— Kathleen Dohearty, managing director