Let's change the way we brainstorm

WHEN you work in a creative industry, you are taught only one thing - the Holy Grail is the "big idea". It's what we spend our days and nights thinking about, dreaming up things that could change everything, or even create whole new products and services that the world has never seen before. And that's a good thing.

It is what motivated us to enter the business in the first place. But in today's environment of constant change, are we missing a bigger opportunity?

I am not setting up a hypothesis that says big ideas are useless, but rather building an argument that too much of our energy and emotion is invested in how big we think an idea is, rather than the real metric - how impactful it could be.