Killing good ideas can harm future outcomes

Focus group testing is only one step in a product development process. This funny video showing three cavemen being creative about how to use a wheel shows the importance of a creative mindset.

A similar scenario often plays out between the agency creatives and the client-side. The idea may be brilliant, but the client doesn’t get it, even though it may be the right approach.

The creative team will find themselves wondering:

1) Did they misunderstood the brief or was the market research wrong?
2) Did they have the right solution, but the execution was off the mark? Or
3) Did they get it right but the presentation was weak and didn’t sell the idea

One thing is for sure; new ideas need to be creative and innovative, and killing a great idea can kill success and the results they bring.

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