What is your big idea?

Behind every good communication campaign is a big idea — the creative concept that makes the message attention-getting and memorable. Creative thinking that produces the big idea is vital in government communication because a message or an execution has to break through the clutter of a chaotic media milieu and impact on its target public’s views, usage, attitudes and interests.

The big idea is designed to solve a communication problem. It has to be based on a solid strategy in order to work. There are two keys to the big idea: the inherent interest it evokes, and the rational or emotional connection it creates with the communication objectives set.

The communicator’s critical mission is to effectively project the big idea to discover a titillating, never-before-used execution of the idea that can connect to its public with clarity, relevance, interest and simplicity. A greatly staged big idea turns a strategic business language into a moving, tantalizing and compelling piece of material, which, like a huge swordfish, jumps out from a sea of competitors.

This is what some experts call the “creative leap.” It is the transformation of a strategy talk into a clever, brilliant, out-of-the box or into-another-box communication pitch that persuades and captivates. It is using drama to get people to act, which can be executed in a number of ways — from gentle humor to straightforward storytelling to shock effect. The big idea exists only if there is a skip, a hop and a bounce. Otherwise, all you have is a clever reformulation and repackaged strategy, which, without the addition of a real idea, lacks wisdom and magic.

Many communication campaigns do not contain a real idea. They settle for simply disclosing the strategy by mixing words, or putting together a slew of visuals or a string of events. When you scratch the surface to find the idea camouflaged behind the slogan, call to action or activity implementation, you realize there is no idea to speak of.

If you are not the creative type, fret not. In many cases, too much creativity can also get in the way of the big idea. It can be simple and so obvious it can make your competitors slap their foreheads and ask, “Why didn’t I think of that?” Often, creativity lies in searching for new combinations of old ideas. The idea that illuminates our strategic thinking is the big idea that can bring in the support, sales and shares, ring the cash register loudly and merrily, and win creative awards.

When was the last time you had a big idea? Perhaps you have developed a new café concept, a never-before-used plot for the next great telenovela, a more efficient way to do your job, or a fantastically fresh idea that can spur economic growth in the country. Maybe you’ve offered your employer ideas to save the organization millions of pesos, or if you are working for a government agency, found a way to eliminate red tape and onerous rules that will make doing business in your department less burdensome. Or you might have discovered a way to improve investments in infrastructure, and delivery of basic education, housing and health services to the masses.

At the moment, there is an urgent need for public and private sector leaders under the new government leadership to build an arsenal of ideas. This much you do know: Ideas can drive the economy, ideas can make people’s lives better, and most of all ideas can transform the country into a better state. So even though you are clueless about how best to put together an idea mill, one thing is clear: If you can get people to acknowledge, seize, revere, and nurture your ideas, you can win. You can win financially, gain power, and alter the country’s economic and social landscape.

HOW CAN YOU TRIUMPH?

What do you need to do to modify the conversation in government and in business, and, if you are lucky, to positively change the country’s course? If you are an agricultural producer, you want nothing more than a higher price for your rice, coconuts or sugar. If you are a manufacturer of consumer goods, you aim for competitive displays and facings in major retail outlets. And if you are an idea merchant, you desire to unleash an idea virus. An idea that stays in your head is worthless. But if an idea moves, grows and infects everyone it touches, it becomes an idea virus. This idea virus, as author Seth Godin urges, should be unleashed, nurtured and grown. It is the currency of the future.

Big ideas cross international boundaries and change discussions about crime and justice, economics, education or politics. They can even get you to buy something. Idea viruses help those ideas propagate. And you do not have to wait for them to emerge organically or to hope that they happen accidentally. You can plan for it, optimize it, and make it happen.

Exactly how does an idea virus manifest itself? Where does it live? What does it look like? Godin relates that it starts with an idea manifesto — a powerful, logical write-up that assembles a bunch of exciting ideas and transforms them into a larger idea that is unified and compelling. It can be a written statement. Just as often, it is an image, a song, a cool product or a slick process. As long as you can use your manifesto to change the way people think, talk and act, you create value. How do you go about concocting the recipe for your own idea virus? Godin demands strict attention and complete implementation of the following simple steps:

Make your idea virus-worthy. If it is not worth talking about, it won’t get talked about.

Expose your idea. Expose it to the right people, and do whatever you need to do to get those people deep into the experience of your idea as quickly as possible.

Create your sound bite. You have to decide what you want to say to your publics. If you do not decide, they will decide for you, and say something less than optimal.

The ‘creative leap’ is the transformation of a strategy talk into a clever, brilliant, out-of-the box or into-another-box communication pitch that persuades and captivates.

Get your publics’ attention and permission. Your goal is to use the virus to get attention, and then build a more reliable, permanent chain of communication so that further enhancements and new viruses can be launched faster and more effectively and are also under your control. Amaze your audiences so that they will reinforce the virus and keep it growing. Marketers get greedy and forget that a short-term virus is not the end of the process. It is the beginning. By nurturing the attention you desire, you can build a self-reinforcing virus that lasts and lasts, and benefit everyone involved.

President Duterte’s movers and shakers should have nonstop discussions, for example, on new ideas and solutions for better governance. The discussions should pave the way for government and business to develop more potent idea viruses and vigorously respond to the Filipino wish list, which covers the following:

• Streamlining of processes and building on your strength in whatever field.

• Cutting of too much bureaucracy that stifles quick expansion and development that opens the door to growth.

• Creating an environment that will support industries that can hasten development like the high-technology industry, tourism, and finance, among others.

• Implementing a competitive strategy that is based on the quality of life that comes from a strong delivery of basic public services.

• Establishing a strategic action plan by putting together experts from appropriate fields to help.

• Strengthening regional task forces that will limit, if not totally eradicate, barriers to local development.

• Developing affordable programs like housing.

• Executing plans to curb peace and order problems.

• Heightening promotion of the country’s cultural heritage, for when the Pinoys lose it, they lose identity, landmarks, and tourism opportunities.

• Eliminating obstructions to poverty alleviation.

President Duterte’s big idea and forward actions need to revolve around the concept of moving beyond the safety of strategy statements and the traditional way of doing things, and bouncing into the world of discipline, doing good and telling others to do the same. Everyone must be encouraged to spread the virus, but more important help make things happen for all Filipinos who have long been wanting to truly enjoy a happier, healthier and more progressive life.

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