Chasing the Monster Idea: The Marketer′s Almanac for Predicting Idea Epicness

What′s the difference between a decent idea and a monster of an idea? The truly monster idea is more than just good; it transcends the boundaries of the problem to solve it so simply that it almost sells itself. It′s the game–changer that grows on its own, powered by those evangelists who first discover its true value, and it forces everyone else to catch up with it if they can.

So, how can you tell a monster idea from a mediocre one? In the world of business, particularly in advertising and marketing, that′s not as simple a question as it seems. Sure, with the benefit of hindsight, it′s easy to see a monster idea for what it is. But what about before you take the leap of faith and invest resources and energy in your idea?

In Chasing the Monster Idea, ad man Stefan Mumaw provides a seven–step process for gauging the potential of any big idea. Based on real–world examples and anecdotes from some of the world′s most prominent marketers and businesspeople, Stefan presents seven questions for determining whether you′ve got the potential for a truly explosive idea or the makings of a fizzling dud.

You know a good idea when you see one, right? Of course you do as long as it′s someone else′s idea. But what about your own? When you create something, you′re its most passionate advocate. But passion clouds reason. This book gives you a concrete way to remove yourself and your passion from the equation, so you can judge your idea on its own merits, without bias or emotion.

If you′re a marketer, advertiser, product developer, or creative, your job depends on knowing whether your idea will change the world or barely make a mark. Chasing the Monster Idea shows you how to test your ideas in a systematic manner to see if you have what it takes to change the world.

This is more than just another big marketing idea, this is YOUR big marketing idea. You bore it like a child (didn′t hurt nearly as much), you nurtured it, you held it up against the other ideas its age, and said, “You′re waaaay prettier than those warthogish–looking ideas.” You KNOW this is a big idea you can feel it in the tingly parts of your body that you forgot knew how to tingle. This idea, you say to yourself (and anyone else within earshot) is a monster idea. So you let it loose into the world, sit back, and wait for the shrieks and screams to rise like applause. Only, there aren′t any shrieks. No blood–curdling howls. Not even a sniffled whimper. There was a yawn you heard that. What happened? Or better yet, what didn′t happen? The idea didn′t grow monstrous like you thought because it lacked what all monster ideas need: monster parts. There are seven characteristics marketing and advertising ideas need to have the potential of going monster. The more monster parts the idea sports, the more monster the idea becomes.

Does your idea have what it takes TO GO MONSTER?