Here (courtesy of Adage) is a nice little clip of me in NYC at the 4As Summer of Planning event explaining a little of why the idea of the Big Idea is really…well, NOT such a big thing to worry about anymore
Sure it's useful for agencies – and sure it's easier to manage complex organisations to produce and deliver against them – but frankly, in a world in which social influence reigns, it's less and less relevant. Do more stuff, place more bets, light more fires, give yourself more chances that one at least of your ideas takes off.
Who'd have thought it, eh?
Of course, charging for this is a whole other game….
PS The green walls are those of JWT's lovely bar area but the haircut is my own unfortunate choice.