VERBATIMS
What is your definition of
a Big Idea?
increases revenues by +10% or profits by +10% ongoing
something that challenges current conceptions - a paradigm shift, a new way of seeing, etc.
The identification of a new consumer "problem"... and a way to solve it
some thing that changes our world/society permanently and that has staying power
An idea expresses the brand/ product benefit in an engaging,distinctive way
something that excites the buyer/user, positively impacts their life, and is available to the masses
Something that challenges the status quo
Somehting which can change the nature of competition in an industry/segment.
Something that changes the way people think about the world. So it builds or changes a brand.
A concept that breaks the boundaries of existing ideas with one singular result ... a strong return on investment
An idea whose potential is unrecognized until someone or some event moves it into the mainstream and then everyone says, "I thought of that but never did anything with it."
either creates a new "need" people didn't know they had, or puts such a neat spin on something common or old that people are willing to switch from their old way/thing to the new
A big idea can rejuvenate brand volume growth
An innovation that increases efficiency, efficacy,quality and problem solving
Changes attitudes, beliefs, perceptions about a category or product offering. New to the world benefit or articulation of benefit. Becomes a part of culture.
Something that stops consumers in their tracks and gets them to take some kind of action.
A breakthrough concept that drives the solution to a specific (set of) objectives, challenges or market needs, and which also works to support, enhance and forward a company's mission or brand's position for long-term competitive gain.
A Big idea enables a organization to significantly increase it's volume, income, and share while increasing consumer loyalty to your product or Brand.
Something that creates a paradigm shift among large groups of people.

one that scares most logical people, yet feels right in the pit of the stomach
A brand building breakthrough that helps you stand out from the competition in a meaningful way.
A Big Idea is a concept that makes people look at something in a whole new light and provides them with the opportunity to do something differently.
Innovation that changes the way people think about problems as well as how they address them.
fulfills consumer need
An idea that positions your product, or service, or company outside of the product's, service's, company's established industry paradigm.

An idea that breaks through the sameness of conservative, safe, and oft-times bland marketing.

An idea that asks for and delivers a response.An idea that makes us change the paradigm.

An idea that excites prospects and users and that motivates the creators to hight levels of achievement.

An idea that excites prospects and users and that motivates the creators to hight levels of achievement.

An idea (new or a rework of what exists already), which will so greatly impact one level of existence, it affects other levels.

discontinuous innovation: someting that changes the way people perform the everyday functions of their lives. makes it simpler, faster, easier, using fewer resources ($ usually) than existing solutions.
Something that changes the way consumers view a product/product experience, e.g., portable audio devices; internet access; wireless communication; airplane/airport security.
something that challenges your thinking and makes you act upon it.
something that makes all constituents (consumers, trade, even internal constituents)say WOW!
A revolutionary idea that changes the way people think about a certain type of product or makes them rethink an old way of doing something.
an idea that reinforces the core brand message and is thoroughly integrated across all sales, marketing & corporate elements. Preferably a creative spin...something so simple, yet no one thought of before
original, simple, elegant,
new idea that turns into valuable products or services people buy and use
A completely unexpected yet graceful solution that makes customers give you their attention.
New to the world ideas
repositions the competitor out of the market
In an ideal world the defitnition would be the development and implementation of either a new product or service. For example, the introduction of PDA's which was based on consumer needs and research of technology.
A big idea not only differentiates but weaves the brand into the end-user's lifestyle making it an integral part of their life
The idea that makes a process of the solution where the idea reflects on less costly and more effective in broad sense
One that drives sales but also builds brand equity, promotes pass along or brand advocacy, makes senior management sit back and say Wow
A Big Idea shocks the consumer and involves through their emotions which they act upon.

Unique and clear benefit to the prospective user.

Something that will be talked about because it hasn't been seen before.
Something that dramatically changes our business. This includes execution and results.
Something that everyone wants!
Big ideas arise from deeper understanding of changes in the marketplace before they become apparent to others. Big ideas that last are rooted in structural shifts, like changing balances in demographic and lifestage groups. That's the science of it. Then comes the art in response. Theodore Levitt's great book captures the process in TWO words: Marketing Imagination. great book
A category-altering offering that causes consumers to reconsider a brand and competitors to reconsider their plans.
Simple and based on observation
Something simple to comprehend, yet WOW. It must affect many people in an every day way.
An unexpected approach that exceeds the goals and objectives
A Breakthrough Business Solution That Helps People
New, innovative and needed by the customer.
Something that drives response and ultimately sales; creative - exciting - memorable
An idea that, to a consumer, elicts a response of "Wow! What is that? Hey I need that!" The Big Idea has appeal as well as mystery.
One that changes perceptions and sets new standards and expectations
A Big Idea is one that conmbines imagination with the big picture of a marketing plan. If the product is marketed nationally, then the Big Idea has to be able to play nationally. It has to be a strategy that gains ground toward the marketing goals that support the overall objective.
An idea that advances the edges of a company's success, whether measured by sales, or brand awareness, and impacts the fundamental ways the company thinks and does business.
An idea that makes an impact through getting new attention and holding current attention. Makes you want to learn more and be glad that you are involved.
Something that solves a problem or challenge for a consumer. Or to say it another way, something that makes life easier.
A product, service or advertisement that captures and holds the attention of consumers and changes the way people percieve that product or service.
changes the way the game is played
easily executed with measurable results
Does it create a new way of doing things and/or a new way of thinking.

A promotion or event that becomes LARGER THAN THE ORIGINAL INTENT OR PURPOSE. It is talked about, has longetivity and is unique.
Something that fundamentally changes a business category -- or creates a new one.
It is a vision that manages to capture people's imagination
Campaignable longterm advertising that differentiates business from competition
An idea that delivers all key client messages while at the same time offering a compelling media angle.
Unexpected, interupting and provocative. Enables consumers to internalize brand and message.
truly new. truly different.
Customer-driven/responds to a need Simple concept/easy to understand Appropriate for client business model Not overly complicated to execute
To me, a big idea is something that is clever (intelligent) and is sustainable - across time, demographics, income, etc. Ultimately, the big idea provides some tangible value to the user whether it (the idea) is a product or service or concept.
Clearly/definitively sets brand/product/service apart-redefines ,or aids in redefining product/service/brand-"moves the goalpost"--not always BIG-sometimes simple application of idea taken from other marketing experience.
Something that stricks and fills a person with insperation and motivation. It starts small and grows bigger as they think more on it. To many are squashed because of inadequate money to carry it out.
Customers passes the information on to their peers
a Big Idea is transformative -- of a category, an industry, a view of the world
A big idea is one that reframes or creates new markets
An innovation which delivers market changing or breaking consumer reaction and REAL value to the business
a Big Idea will: Change the way we do business, or, Change the way our customers perceive us, or Change the way we go to marketa Big Idea will: Change the way we do business, or, Change the way our customers perceive us, or Change the way we go to market
Direct Marketing initiatives for a plumbing distributor
An idea that is beyond your personal grasp, but not far enough out that you become skeptical
something that has a noticeable impact on the way we work, live or play
Genius yet practical
a concept around which a branding campaign can be built that gives customers/prospects employees and other stakeholders an important new way to think about and value the company.
An exclusively unique way to deliver on an insight driven objective

Any idea that goes against an industry's norms. This can be in any industry, entertainment, consumer products, dental tools. Someone looking at something that happens everyday and says, "Here's a new way to look at this and accomplish something better."
The idea that takes man one step closer to leading a "better life"
Something so simple, yet so dramatic in its scope that you can't believe no one thought of it before
Minor tweaks in product design that represent major step change in the benefits delivered to the consumers, creating new relevance for your product.
an Idea that is so big that it transforms everything about the company who create it, envigorating employees, unifiying teams and increases revenues both short and long term.
A Big Idea is one that will substantially move the needle as it pertains to a brand or business's growth - that may break down into .5% growth in a flat market or 250% in a thriving one; it may mean bringing new users into a brand's franchise or establishing a stronger relationship with those that already exist. My point? It all depends on the objectives / goals set forth by a specific brand or business - and how that Idea will help that brand/business.
An idea that transforms the way people believe, think or act!
One which meets all given objectives, appeals to the target audience, is rooted in hard consumer insight and is on budget.
Something unique, not a rehash of something already out there. It also needs to create a buzzof sorts, and it needs to have at least short-term "legs"
Something that is not currently being done or sold that is different from what is currently on the market and has consumer interest/appeal.Something that is either completely new, or improves on an already existing product/idea excites consumers, creates buzz, drives trial and purchase, is memorable and the brand is connected with it
excites consumers, creates buzz, drives trial and purchase, is memorable and the brand is connected with it
One that categorically changes a market, creates a completely new product or service or significantly enhances customer convenience and/or satisfaction.
an idea that is revolutionary
Original, Profitable, Factual.
A solution that can cross boundaries
a truly innovative idea that achieves mass consumer acceptance
A single minded engaging idea, that is easily recogonised and resonates with the target market
A new and innovative way to get a product into a consumers hands/or relating to a brand.
One that becomes famous.
Something unexpected that makes a very significant difference/change/impact.
inspiring work that works
Cool News of the Day!

an innovation in a category or creating a new category
a break through product or concept--usually led by a grass roots or cultural phenomenon
A big idea is something that gets you excited and has the potential for success in the short-term and the long-term.
A quick change in consumer behavior.
Marketing/product that makes you go, "Cool. That's so smart. That makes so much sense."
Something you do not forget.
something that changes our thinking
Image-changing, brand-doubling, or category-shifting
Something that is truly unique and or different, especially new twists on old themes a la Hienz's new purple and green catsups.
An innovative, breakthrough approach to an everyday issue ... such as the Palm Pilot or cell phone or Email ... so that once you involve yourself, you can't do without!
Something that will have an impact on the fundamental interactions of daily life.
a new combination of product
features/applications/accessibility (that's new to the end user)

alters perceptions about something

A distinctly different approach to either a way of thinking or acting, typically resulting in in a dramatically favorable outcome.
Something that gets people talking
Simplifying the process to take the product the extra, quantifiable step
something that changes the current paradigm
The big idea is craeting something that is more forward than competitors are doing.
Anything outside the norm that becomes the norm
A mould breaking concept that can be profitably and practically developed and distributed on a global basis. An idea which significantly impacts the business, catagory, or society in which it has been focused.
something the public doesn't know it must have.
An innvative and effective way to leverage one or a combination of the four "P's" using one or more of your core strenghts.
revolutionary, ground breaking improvement or innovation
A concept whose essential basis in unique and responsed to need that was previously unseen or unmet.
Equity building, strategically on target, designed to meet business goals, highly creative
Ideas that have a significant, pervasive and lasting impact on global society.
Big ideas are ideas that redefine markets, change industries -- they open up new opportunities or methods to do things, be it communications, travel, even the minutia of life.
One that connects emotionally, and viscerally with their audience.
Something that, when released, grows and gains a life of it's own.