I don’t understand what some people are thinking.
We have got to a point where ‘the idea’ is seemingly regarded as a superficial bit of nonsense.
A wrapper for marketing.
Something as interchangeable as a phone cover.
For some utterly imbecilic reason, ‘the idea’ is now seen as optional – a potential distraction to purpose, eco-systems, frameworks and anything else designed to elevate an idea rather than be the idea.
No wonder our industry is in such a state.
Not only have we sold the value of creativity down the river, we now have a business model based on selling condiments rather than meals.
This post isn’t about dismissing the different and the new.
There’s value in a lot of them – despite the fact most of them aren’t new, just in possession of a new name.
This is actually about being stubborn with the priorities …
Because an idea isn’t wrapping, it’s the fucking present.
Have a good weekend … we have Monday off here, so see you Tuesday.