It’s easy! We lock ourselves away in a dark office, drain a Madison-Avenue-sized bottle of single-malt Scotch and then stumble out five minutes before the big, important client presentation with the Eureka moment in hand.
The truth is a lot less romantic and always involves 99 percent Thomas Edison-like perspiration. Big ideas are more likely to emerge when a group of passionate, fearless and creative people – focused on a common challenge – generate lots of smaller ideas that in many cases can add up to something truly unique, remarkable, relevant … and big. Continue Reading