How to create an idea

This weekend we had the pleasure of learning from Suha Araj, a strategic planner who is currently the VP of Strategy for Real Girls Media. She is a MAS Account Planning grad and has used her strategy skills in advertising and abroad. Some of my take-aways:

• A brilliant strategy is like a piece of art; you put it on display and it's up to others to interpret. It's not yours to keep.

One of my favorite dance teachers says the same about her choreography. She creates, tries it on dancers and let's it go for others to appreciate.

• The best idea should be platform neutral -- there should be no medium behind it.

• A creative brief is google maps: you choose a destination and create a route to get there.

1. walk
2. subway
3. bus
4. drive

• If they're good directions they'll all lead to the same place. It depends if you want to take the scenic or the most efficient route.