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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | The Big Idea | Views: 1345 | | May 07, 2005 2:53 pm | | The Big Idea | # | 
Leslie Wolff | | Why do you think that although many companies are requesting the "big Idea" so few have a system in place to accept and evaluate one? Private Reply to Leslie Wolff | | May 09, 2005 3:46 pm | | The Big Idea | # | 
case ashe | | What's the.... , as we say
Do you mean 'The Next Big Thing', or a smaller idea but the whole concept of marketing it?
Individuals evaluate ideas.
It takes lots of business acumen to test a concept; many inter-laced studies and projections.
They don't all intersect, or go in a linear fashion.
It takes a whole lot of brain, but one person can do it.
If you mean, alt, that they overstretch. They take an idea on, with no realistic out-point, or not allowing for the product's forecastable rapid growth;
Agree with you.
Case
Good Question.Private Reply to case ashe | | May 09, 2005 3:48 pm | | re: The Big Idea | # | 
Matthew Owens | | Companies have all ways been in love with the concept of a big idea. However, few if any have the ability to determine whether the idea itself is appropriate for the company or not. This is where an outside relationship most often truly bears fruit. Of course that is dependent on the relationship. Using external thinking is key to determining whether you really have a big idea or just an idea that sounds big.
Beware of corporate officers that always have one. They seldom do.....
They lack systems of evaluation because they are to close to the problem to see the big picture. Also they do not need to conduct this type of evaluation on a day-to-day basis and therefore have not instilled a process to deal with it into their corporate culture. With that said the very best companies do have systems in place and use them regularly in their evolutionary process.Private Reply to Matthew Owens | | May 09, 2005 10:45 pm | | re: The Big Idea | # | 
Dan B | | Given my experience as an Executive Consultant, I can tell you that not very many CEO's have "systems" that are very good at evaluating "little" ideas. The unfortunate Reality of the Situation is that most executives work way harder than they have to! Private Reply to Dan B | | May 10, 2005 6:27 am | | re: The Big Idea | # |
Leslie Wolff | | Case - Thanks for yor comments.
What fascinates me is that on the outside firms cry for a "BiG IDEA", one that will set them apart from their competition, stimulate their employees and distribution channels, impact heir profits greatly enhance their market share, but beyond their talk they don't "walk the walk."
It is said that the only person who likes change is a wet baby, The bigger the company the more apt they are to stifle creativity, big thinking and outside the box approaches if change of the way they do business is required,. Why do they do that? Is it simply a lack of entrepreneurial leadership at the senior level?
Les
Private Reply to Leslie Wolff | | May 10, 2005 6:30 am | | re: re: The Big Idea | # |
Leslie Wolff | | Matthew -
I believe you are right on target. But what sort of a "Big Idea" do you think is needed to change that situation?
LesPrivate Reply to Leslie Wolff | | May 10, 2005 6:34 am | | re: re: The Big Idea | # |
Leslie Wolff | | Dan -
My challenge to you and all Ryzers who are observing this interaction among us is...What BIG IDEA do you feel could change this scenario around?
Les
Private Reply to Leslie Wolff | | May 11, 2005 8:01 pm | | The Big Idea | # |
case ashe | | All big businesses can get like that because of Business Systems. We all have to establish these, in all areas: the marketing, etc. To keep the business going, despite what we're doing.
It takes top people to act in this environment, and that's where i put it at.
You got to have a certain kind of person who is able to be counted.
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A really Big Idea:
Anything that automates anything for anyone. It's the Supply-Chain influence. Bar Codes, etc.
That could be applies anywhere, but without all the scanning. It can be done Radio too.
Not going into any more detail, cos copyright's to die with.Private Reply to case ashe | | May 16, 2005 10:01 pm | | re: re: re: The Big Idea | # |
Dan B | | I would have mentioned it before, but I didn't want to "self-promote".
It's not such a "Big" idea, but my company www.mapconsulting.com meets with executives and does an analysis of their goals and what obstacles they have in the way of reaching them -- both personal and organizational -- then develops a program that will prepare them to accomplish their goals quicker. The solution is different for everyone.
Let me be clear -- there are no miracles or messiahs -- but our process works.Private Reply to Dan B | | May 27, 2005 8:43 am | | re: re: re: The Big Idea | # | 
Nidhi Mitra | | What I think is.. many small ideas are worth being the "BIG" ideas but they dont. The main cause for this is that each of us has a tendency to resist change. And this tendency acts against us where implementation of new ideas is concerned.
The ONLY way is for each and everyone of us to be more "open" to change. And by understanding that change is the only thing that is constant in this world!!Private Reply to Nidhi Mitra | | May 28, 2005 4:34 pm | | re: The Big Idea | # | 
Thomas Holford | | > Why do you think that although many companies are requesting the "big Idea" so few have a system in place to accept and evaluate one? <
Answer:
Because truly "big Ideas" overthrow the existing system and demand the establishment of a new system.
If an idea fits into the existing system, then its possibility was contemplated by the existing system and it's probably not a "big Idea", but one of many possible smaller ideas that the system was intended to handle.
Regards,
Tom Holford Private Reply to Thomas Holford | | May 29, 2005 5:54 pm | | re: re: The Big Idea | # |
Leslie Wolff | | I would agree that many BIG IDEAS would require a restructuring of the existing syatem or establishment of a new system, such as Staples, Fedex, Kinkos,new technology etc., BUT in many cases the big idea was relatively simple, color coding packages for easier identification in warehousing, creating a two way conduit for your salesforce (the front line) so those in senior management have a truer picture of the marketplace, talking to your customers on a regular basis, creating a more user friendly atmosphere than your competition.
BIG IDEAS can be small in action, but BIG in results and often cost very little. The don't have to be new to the industry, but new to a specific firm. For example one my 17 year old daughter told me about.
She bought a dress for her Junior Prom and received a handwritten note a few days later from the the salesperson wishing her a great prom evening. Last week she received another note from the same person congratulating her on her birthday, and reminding her that she's always welcome at the store and that this person looks forward to serving her. All of this although my daughter went on to a store 3 hours away on Long Island, NY although she lives in Manhatten. Her comment. "These people really know their marketing." (From the child of 2 marketing consultants).
My point is although this is "basic" marketing in many firms it would be considered a BIG IDEA, because it isn't being done. In fact this sort of sales force follow up is virtually non-existant at most Fortune 500 firms, yet a small retailer.
The moral of this story is "BIG IDEAS need not be new ones, just those good ones put into practice." The acceptance of that attitude would be a BIG IDEA for many firms.
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