“You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas.” – David Ogilvy, Ogilvy on Advertising
Marketing ideas might be a dime a dozen but a big idea can be worth millions.
David Ogilvy founded the ad agency, Ogilvy & Mather, in 1948.
He was the most sought-after wizard in the advertising business, creating such blockbuster ad campaigns like the man with the eye-patch for Hathaway Shirts, Commander Whitehead for Schweppes, and the famous electric clock Rolls Royce ad.
Ogilvy was an obsessed hunter for the big idea. And he admits that in his long career as a copywriter, he didn’t have more than 20 big ideas, if that.
They’re not easy to come by.
I’m going to share his secret for “priming the pump,” which is simple.
Your unconscious mind has to be well informed or your idea will be irrelevant.
Fill your mind with information, and then disconnect your rational thought process.
You can do this by going for a long walk, taking a shower, or kicking back and enjoying your favorite beverage.
This method is actually what I used as a student in high school and college. I’d study hard for an exam and then the night before, I’d give myself a break.
Didn’t crack open a book.
Didn’t stare intently at my notes.
Instead, I played. I did something fun and mindless, like sketching pictures.
It worked. When I took the test, my mind was rested and able to retrieve the information I had already put in it.
It’s the same principle for big ideas.
It’s why your acquisition of information is like money in the bank.
You never know when you’ll need to draw from it, but you can be sure it will be there, available when the timing is right.
If you want to see a system for generating ideas that generates leads and delivered by yours truly, then perhaps we should have a chat.
And if you’re curious and really need to generate those ideas… like yesterday, you probably need to schedule something with me now.