BIG IDEASHAVE AN EXPIRATION DATE.
I've spent more than two decades helping build them.
I still believe in Big Ideas. They're capable of launching companies, shaping culture, changing behavior, and creating enormous value.
But value behaves differently over time. Some ideas peak. Others compound.
The difference has very little to do with creativity. It has everything to do with density. The denser the idea, the harder it is to replace. It stops living inside campaigns and starts living inside the business.
It shapes decisions. It attracts talent. It simplifies complexity. It builds recognition. Over time, it becomes more valuable, not less.
That's the kind of idea worth protecting.
The kind that refuses to act its age.
THE DENSE IDEA.
OBNOXIOUS OPINIONS.