Ideas Are Infinite

Sally Hogshead writing in Ad Age says “there’s no such thing as the idea.”

If you can break out of the mind-set that you have to create that one almighty concept, you can stay more open to client feedback, integrate other media platforms and forage outside of your comfort zone for creative thinking.

This is good advice. Too many times I’ve watched in horror while creative staff impaled themselves on a sword for their precious big idea. It’s not necessary.
What is necessary, is the inner knowledge that ideas are infinite and your ability to create them unparalleled. Get to that place and you’re free.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.