What’s the big idea?
A simple enough question to ask, but a harder one to answer. Because as society continues to move at hyper speed, chasing innovation and technology simply to keep up with “the next big thing,” it’s easier to skip over the thinking and focus on the doing. It’s easier to omit the process of discovery and creativity and thoughtful reflection and instead act on impulse and, truthfully, fear.
What a waste. What a disservice we do to ourselves when we don’t allow time for the creative process. When we focus on the act of pushing out content rather than thinking about what that content actually says or does. When we are so caught up in producing something – anything – that we forget what we’re producing it for.
Consider the top brands and the biggest innovations of the past 10 years. Companies like Starbucks, Nike and Coca-Cola haven’t maintained their strong brand footholds by shifting their fundamental positions to fit current trends. Resources weren’t devoted to the development of products like the iPhone and the iPad based on a whim. Their success stems from big thinking – strategic thinking – about the past, the present and the future of their industries, and our world.
I’m a strong believer in the creative process, and so is the rest of the Pita team. We all believe that the best products, with the strongest results, come from the big ideas that are given time to grow, evolve and develop.
The creative process does not only result in a better idea. It results in an idea with longevity, one that can evolve with the innovation and technology of the times and continue to be relevant and produce strong results. These are the ideas in which it’s worth investing, and they are the ideas that are only possible when given the right time and commitment.
So the next time you’re compelled to act on impulse … press pause. Think. And give yourself the time you need to turn your preliminary thought into a brilliant idea. You never know where it can lead.