"It will help you recognize a big idea if you ask yourself five questions:
(1) Did it make me gasp when I first saw it?
(2) Do I wish I had thought of it myself?
(3) Is it unique?
(4) Does it fit the strategy to perfections?
(5) Could it be used for 30 years?"
(1) Did it make me gasp when I first saw it?
(2) Do I wish I had thought of it myself?
(3) Is it unique?
(4) Does it fit the strategy to perfections?
(5) Could it be used for 30 years?"
— David Ogilvy in “Ogilvy on Advertising”
(Source: inextremis.be)
