idea > logic > magic

Ok, so we’ve all seen Donald Trump’s ‘The Apprentice’ on television. Love it or hate it this is however, a cleverly constructed vehicle for continually pushing ‘The Don’s’ personal profile. He’s bought himself a world of TV exposure that goes way beyond the intrinsic advertising dollar value.

But a marketing challenge posed to the two teams – one comprising only men and the other, women – showed a great example of how not to approach innovation.

The project was for each team to create an iconic television campaign for Lamborghini, arguably the world’s most aspirational vehicle, and one that basically sells itself. And the first fundamental mistake that the guys made was to automatically assume that because they were male, they would simply have to pitch to win this one.

The project leader was ineffectual and the team fragmented. The creative premise was badly conceived and executed. And I saw very little if any consultation with, and input from the film production experts provided to produce the commercial. Glaring mistakes were made and glibly presented. But they were guys and guys do cars, right?

The women however, appeared to approach this project with an understanding of the client’s need and a grasp of the emotional outcome. They produced a much better campaign and worked well as a team.

The bottom line? Don’t assume that because you think you’re qualified, you’re always right. Always re-examine your premise and be prepared to let go of that ‘big idea’. And be prepared to take advice from people who possibly have a different perspective to your own.

Above all, understand the challenge. Remember, ideas themselves are a dime a dozen. Just because you’re passionately attached to them doesn’t necessarily make them great…