Creative professionals know how to spot good ideas. We wallow in them all day long, swishing idea droplets around with our toes and twirling long strands of them around our fingers, until we find the a-ha moment when we see it, we get it and then we nail it with the right creative execution. It’s a skill, a muscle that we’ve been pumping up for years.
It’s also what makes it easy for us to spot an idea that can’t be executed–or shouldn’t. Maybe it’s not the right idea. Maybe it’s an overcomplicated idea that won’t work for the medium. Maybe it’s offensive or simply not in line with your brand strategy. The same way a mechanic listens to your engine for trouble, a good creative professional can listen to the pitch and know it’s not going to work. It’s a blessing and a curse.
I’m not talking about the drudge, that first round of ideas that pop into your head, the ones that you have to get out of the way to get to the really good, fresh stuff underneath. A lot of what comes out of the first round is notoriously bad, stinks to high heaven. It’s hilarious good fun to play around with the drudge ideas, have fun, mock yourself.