The value of idea.

According to wikipedia an idea is…a concept or abstraction formed in the mind. Philosophers view the simple definition of the word itself in a million different ways. Ideas can be many things…from simple diversions ranging to legal property. But the one thing ideas aren’t is “free”. All ideas have value. Sure some less than others. Compare the idea behind those baby pacifiers with the hillbilly teeth in the front to say, the idea behind the cure for polio or the pasteurization process. Or are they? The value of any idea is directly based on it’s relevance to those who need it. We like to think that what we do as designers, visual communicators and creatives is that we strive to act upon the force known as the idea. In fact that is the most valuable part of what we do…coming up with ideas.

Original ideas are I would dare to say the most valuable part of any creative or strategic exercise. With the wealth of layout programs, filters and pre-built templates out there…the execution is inherently less valuable. Why? Because execution, not to ever be confused with craft, is now a commodity. Because one idea does not fit every problem. That is why truly original thinking and the ideas that result are the most valuable things that anyone can ever create. It is why we work so hard everyday to deliver the things our clients not only want but what we know they need. That is why we get hired.

There is a reason you don’t see a lot of outsourcing for things like curing cancer or any sort of great creative work. Why? Because really big ideas and the solutions that result, don’t fit into template structures and require organic and unorthodox approaches that are not easily replicated in assembly line fashion. Its nice to know in our constant quest to speed every damn thing in this world up, that the idea will come when the idea comes. Again another reason why ideas are highly valuable. In many ways ideas, strategic, thinking and sheer creativity, are not unlike diamonds. Both are reasonably unlimited resources (I know DeBeers would like us to believe diamonds are otherwise…). Both are highly valuable when in the right hands, and ironically there are varying degrees to their perfection. But regardless…there is an awareness of the value they represent.

When was the last time you got a diamond for free? I would say unless you’re on the fortunate end of some inheritance the answer is never. So the same should hold true for ideas. We value our ideas. Our clients value our ideas. Clients would never arrive on our doorstep and they would definitely never return if they didn’t see this value. The ideas that we arrive at or strive for, directly add value to our clients business and goals, in many ways, further compounding the pure value of what I have been talking about. Additionally we benefit from our ideas too, since they provide opportunities to explore new possibilities, that lend to our experience as strategic thinkers, and help power our internal libraries of material that help generate even more valuable new ideas. Simply put. We work very hard on our ideas, they deserve to be honored and delivered with respect. So it goes without saying that our ideas are never ever to be given away for free.

Posted by J. Ferracane