When you “do” marketing, you’re setting out with the primary goal of finding some combination of words and imagery that add up to create an idea in your customers’ minds. These aren’t ordinary ideas. They’re not something that comes to you naturally. That’s what makes them unique.
The thing that differentiates companies that can find their big ideas from those that can’t is a willingness to sit in the painful, uncertain feeling of questioning the value of their products. Your big idea is the driving force behind your messaging.
Without it, people aren’t going to connect with your marketing. If your customers don’t feel an emotional connection to your brand, they won’t buy from you.