DON'T LET YOUR IDEAS TIPTOE INTO THE WORLD.
Ideas are a brand's currency.
And great ideas punch above their weight and are economic multipliers.
Great ideas innovate and problem solve. They see around corners and climb mountains. Every brand needs game-changing marketing and communication ideas, as well as other types of great creative thinking, to grow and succeed.
IS NOW ACCESSIBLE.
Brands of all shapes and sizes need access to world-class idea people — experienced creative thinkers and doers. Unfortunately, many of those people have been locked inside full-service creative agencies. To access them, brands needed to wade through, and pay exorbitantly for, an antiquated and bloated agency system.
Not anymore. Today many of the world’s best, most experienced and effective
creative thinkers, have unshackled from massive creative corporations and are available to brands in a whole new way.
AND TO ME, IT MATTERS A LOT.
Great ideas should not be one dimensional. Instead, they should be applied consistently anywhere and everywhere. Because great ideas can give even small things a big impact.
That’s why, at great·er·est, I’ve developed a discipline I call, “idea threading.” The art of threading an idea consistently through everything a brand uses to express itself, to ensure a unified premise that creates a deeper relationship — from a website to a sales brochure, a social post to a training video, big to small and anything to everything. Idea threading maximizes every opportunity.
THREADS BETTER IDEAS.
When it comes to idea writing, expressing ideas, and writing brand communications, there’s no rule saying it must be formulaic, boring, or stale.
Nope, not a rule, I checked.
In fact, neuroscience tells us the opposite makes writing more effective. Neuroscientists have found that emotion is the quickest path to the brain — rational thought that uses an emotional narrative is far more likely to inspire people to engage and act.
That's why better writing is a competitive advantage.