Selling ideas

Did some D&AD training recently around techniques for making creative ideas stronger. One thing that I thought was particularly relevant: Separating the execution from the concept. This means understanding the Brand Idea, developing a Communicational Idea and creating the Executional Idea.

The examples we were working though in training were for print & tv advertising, but the process is the same for creative technology. And it's particularly useful for technologists working with creatives or clients, when trying to explain why an executional idea might be done differently (eg. to be more usable, or more technically feasible). With this kind of mental model, you can rationalise with a creative or client how the communicational idea can be preserved, but the execution might shift.