David Ogilvy

You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night.

Big ideas come from the unconscious.

It will help you recognize a big idea if you ask yourself five questions:

1 Did it make me gasp when I first saw it?

2 Do I wish I had thought of it myself?

3 Is it unique?

4 Does it fit the strategy to perfection?

When Aeschines spoke, they said, ‘How well he speaks.