We want to come up with concepts that stick.
Ideas that make people stop talking in a meeting and go – “whoa, that’s a great idea, and then we could do this, or this or this”.
But the true testament to whether an idea is sticky is whether we see that person again, they are still thinking about it.
Make your ideas sticky, make them so sticky, people can’t put them down and they keep thinking about how to implement them.
That’s when you know you have a winner.