If you want to get into the business of marketing, you’re going to need to develop (a) a thick skin and (b) a strategy for sharing your ideas. Neither of these tasks are easy, but trust me when I tell you, they are necessary.
Many people think that marketing is easy, since just about anyone can come up with one good marketing or advertising idea. The real challenge, of course, is to come up with multiple ideas. Ideas that adapt to evolving strategic direction and new media channels. That’s not quite as easy.
In a brainstorm, there are some good ideas that everyone agrees is on target and makes sense. If there’s a whiteboard, it gets written in big bold letters as “an idea.” Kudos to you if you were part of that brainstorm session.
If you’ve ever been part of a brainstorm session, it can be fun and exhilarating, but it is also a little scary. Why scary? Well, if all of the ideas are safe, the group may not be trying hard enough. There may be fear in the room. Nobody wants to share their best idea, only to be rejected by the whole room. Making it to the whiteboard builds confidence. Not making it to the board is depressing.
Sometimes you have a new idea, something so radical that it requires some explanation. At that moment, you are vulnerable, as is your idea. One negative comment can bring the whole idea-pitch to a screeching halt. Believe me, after that screeching halt, sometimes it’s hard to get back up to speed with new ideas.
Let me tell you something, if you know your idea is good, defend it. You may not be explaining it properly, which means that you need to ask your fellow brainstormers to give you a little boost. Ask them to help you play out the idea, even if you set a time limit of five minutes. By that point, you’ll have a second chance to reposition your idea, explain it again to the group, and see if it’s still a good idea.
You’ll win some and you’ll lose some, but at least you’ve pleaded your case to the team. Sometimes your idea just isn’t right for this particular brainstorm. File it away, since you may find it is appropriate for a completely different campaign.
Typically in a brainstorm, there are different types of personalities. If you’re lucky, you’ll have a room full of creative thinkers from all teams, including creative services, account services, project management, strategy, and technical services. Appeal to them to play through an idea with you, especially if you know in your heart it could work, but you just need some help thinking it through. When people see your passion and your enthusiasm, they may let down their guard and give your idea one more chance.
Unfortunately, many rooms are full of naysayers, who think it’s their job to shoot down new ideas. They’re the first to declare, “that won’t work” or “that’s not on strategy.” You know who these people are, and they tend to deflate brainstorming sessions.
It’s not easy, but you often have to work extra hard to sell new ideas to them. It’s frustrating, but it can be helpful, as they will think of things that you haven’t considered. Work collaboratively and respectfully with these people, and you may find that they become champions of really good ideas. Often they just need more answers to be convinced.
Most important, don’t give up. Clients and brands need fresh ideas. They need original thinking and positioning, even if it means challenging safe, familiar ideas.
Don’t be afraid to share something new with your team. Create something new that will engage, excite, and motivate the target ideas. Defend your ideas.