What's the big idea?

A few weeks ago I mentioned I was quizzing some colleagues about the importance of the big idea in fundraising. As always, you realize there is no easy or quick answer.

As a creative person, I think I am constantly challenging myself to think about something or execute something in a way I've never considered in the past. I really want to be a part of something that has never been done before and I think in my search of that "big idea" I have actually overlooked it.

Both David Love (E.D. of TRCA) and Steve Thomas (Creative Director of Stephen Thomas) see a lot of worth in Ken Burnett's Sofii project. Which I highly recommend you join - for free. It is a fantastic showcase of fundraising from around the world. But Derek Humphries (Director at Think Consulting) thinks it may have the opposite effect of what Ken Burnett set out to do - which is inspire original thinking.

"I don’t think inspiration or innovation comes from looking at other people’s work. It comes from inspiring yourself and having the courage to be different."

I feel I prescribe to both points of view. I can either steal other people's great ideas or let them inspire me to create some of my own.

But let me get back to my original point.

I think that the big idea is this: Make the small ideas sing.

My colleague Dean Hughes (Director of Direct Marketing) said it really well.

"Maybe a chef analogy is better. To make a fabulous meal, you have to ensure that every stage of it is perfect. Even down to chopping the onions and garlic. Most amazing chefs concentrate on the details to make something incredible. Read Bouchon by Thomas Keller... This is probably the world’s best chef and he spends all his time talking about peeling vegetables for stock and chopping onions properly. Because he knows that the finished dish can only be perfect if absolute care and attention are put into every stage. I’m sure that if he made you a bacon sandwich, it would taste incredible.

That’s how I feel about creative. Big ideas are important but they come as a result of perfection in the details."

Now that's food for thought.