When I think about ideas, I like it when it could flow to thousand of ways, thousand of routes and people could even think about it and make any alteration that it could be.
That is the ideal of idea that should be appreciated.
Why?
If what we are building is a brand campaign, then it would be a long term project that would last a long time with several corner to turn and grow into. No campaign will last forever, but a good idea would have a longer time to last, because the excitement will grow to lots and lots of variant and will create the brand to more angle and may be personality to help it grow as a person.
Example:
When a kid is growing, if it is a boy, you would like him to grow not only to be clever, but strong, but fast, and smart, and handsome, and cute, and nice personality, and cool, and may be lots of other things.
The same with a brand. But the kid and the brand don't change, the element of life that surround it should grow along side of it.
And there is where the good idea should cater.
Like The Pakubuwono Residence, through its lifetime, TPR has shift its positioning, from the luxurious living place to where the peace of life is. The shift will be happening everywhere, but the good idea will stay and should be able to cater its need.
So what is the form of a good idea?
Look at your idea.. could it be easily transformed into another form?
Could your idea be easily executed into thousand of execution ideas?
Could the entertainment element of the idea also entertain you in the most possible way?
Could you say that the idea is the current "most innovative argument or thought or concept" that you ever find or think in your life?
Could you say to your client that your idea is worth $ 1000000?
Could you face me and say that I would take your seat with this idea?
Because I love to, if somebody could challenge me like that.
Serious. Anybody?
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