The right idea > the best idea

It’s not about having the best idea. It’s about having the right idea. 

Clients don’t care if your creative concept or campaign idea is the best idea in the world. Because it’s not about that. It’s about finding the right ideas, that push the messages that fit their strategy. 

This is why cold pitches often aren’t received well. You may have an incredible idea. But you have no idea if it fits the brand’s strategy, focuses on the right products, or pushes the messaging they’ve identified. 

These are insights you uncover at networking events and in discovery calls—pain points or objectives for your client that you can build the right idea off of.