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Nancy Tag's avatar

As Bill Bernbach used to say: "Everybody has ideas. The important thing is to be able to RECOGNIZE whether it's good." This is super important because there are almost always more people in the room who are responsible for recognizing good ideas than for generating them.

As I used to say: "People's response to creativity is physical. When you want to know if an idea is good, watch the room. A good idea attracts -- and makes people physically lean in. Or face light up. Or palms sweat."

Or make you go: "Wow."

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Ed Cotton's avatar

Does every idea need to be a WOW? Isn't the role of an experienced creative leader to help make/turn something that isn't WOW, into a wow? So- to reframe the question, how do you know when you have something that could be a WOW, but isn't quite there yet?

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