4. 1 2 3 4 5
Why are you doing this?
What is the physical, economical, social and technological (PEST)
environments like as you think of about the big idea?
Why does the Client need you?
5. 1 2 3 4 5
It’d be quite dumb to be selling
hi-notes investments now, wunnit?
Now you won’t know that unless
you understood your environments.
6. 1 2 3 4 5
Don’t assume you understand them all.
Do some bloody homework.
8. 1 2 3 4 5
If there is no problem,
there’s no need for a solution.
Why is there a need for this big idea?
9. 1 2 3 4 5
Say you’re the marketer
in charge of launching a new pair
of running shoes. You’re currently ranked #4
worldwide in terms of sales figures.
What do you think your problem is?
26. 1 2 3 4 5
Well, it depends on how the society thinks.
27. 1 2 3 4 5
Social Environment:
How do runners perceive you?
28. 1 2 3 4 5
Social Environment:
How do they run? In packs? Alone?
29. 1 2 3 4 5
Social Environment:
What do they do on a social basis?
30. 1 2 3 4 5
Social Environment:
How do they socialise?
31. 1 2 3 4 5
Social Environment:
Do they think cheap = good?
Do they even care?
32. 1 2 3 4 5
STEP FOUR
Based on what you know so far,
what is your single-minded proposition?
33. 1 2 3 4 5
The single-minded proposition sums up
the single most important thing you can say
about the brand that influences the consumer
in such that it addresses your problem.
34. 1 2 3 4 5
It should be kept to a single sentence.
35. 1 2 3 4 5
You’re not writing a freaking thesis.
48. 1 2 3 4 5
Shoot the next agency
that tells you your big idea is to
start a blog or Facebook group.
49. 1 2 3 4 5
A big idea is big enough to be adapted
through various media.
50. 1 2 3 4 5
A big idea is also big enough to be adapted
into various tactical ideas.
51. 1 2 3 4 5
Not everyone can come up with a big idea.
52. 1 2 3 4 5
And not all big ideas
are good enough to disrespect time.
53. Good luck coming up with the big idea.
This presentation was brought to you by Pat Law.
website: blankanvas.bypatlaw.com
email: pat@bypatlaw.com
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