First ideas can be the best ideas

Three lessons learned

This year, one of our agency clients was celebrating a major milestone. Continuing a beautiful campaign that was awarded for craft at Cannes last year, we received an open brief from Ogilvy NY to submit poster designs for this year’s campaign.

I usually work with my Art Director to sketch out 10, 15, 20 or more ideas as quickly as possible, then come back to them the next day to edit them into “territories” and drill down into any that resonate.

In this instance, the very first idea I sketched out was the first I tossed in the bin.

I thought it was expected.

But in the review with all the creatives from our office — two other teams came up with the exact same idea and execution. One of which will go on to be produced as part of a series of twenty beautifully crafted posters*.

What I learned is this:

One — don’t throw anything out too early. I just didn’t consider that initial thought for long enough and I should have shown it to some other people.

Two — when more than one team comes up with the same solution to a brief, it’s a good indication that you’re playing in the right field. You’re thinking in the right territory.

Three — re-read Obvious Adams, because overthinking — over intellectualizing — can destroy your best ideas.