- Life After Five
- Posts
- đź’ˇ The BIG Idea
Have you ever struggled to explain something to someone, only to feel like they just don’t understand?
Here’s the truth: every message—whether it’s a conversation, lesson, or an advertisement—needs a clear and compelling focus to effectively land.
This is where most businesses fail in their marketing.
Without a strong, focused idea, their message gets lost in the noise, and their audience moves on.
That’s why the most successful and memorable companies rely on one powerful concept to cut through the noise and capture attention…
đź’ˇ The Big Idea
The Big Idea is the main, compelling concept that drives your entire campaign. It’s a theme or message that resonates with your target audience.
There are countless big ideas you interact with daily, here are a few 👇🏽
Apple - Think Different
Apple's big idea focuses on innovation and creativity. Appealing to those who see themselves as people who do not follow the crowd.
“Think Different” Resonates with Apple’s ideal customer.
So they become loyal customers, willing to die on a hill defending Apple’s products and brand (Think Apple vs Samsung).
Nike - Just Do It
Nike’s brand revolves all around motivation and empowerment. Encouraging everyone, regardless of their athletic ability, to push their limits and achieve their goals.
“Just Do It” is the mentality Nike’s customers mainly embody.
When thinking of this phrase, they feel empowered to take the next step or shot, even though it’s difficult and scary.
Red Bull - Gives You Wiings
No, it obviously doesn’t… but this concept taps into energy and adventure. Positioning their drink as an igniter for pushing boundaries and experiencing life to the fullest.
You can see it in their marketing. They rarely post their drinks, they share people doing the wildest sh#t imaginable with their branding on it.
As you can see, these companies all have 1 Big Idea they’re trying to convey and it shows in all their marketing.
It resonates with their ideal customer, and they become raving fans of the company, without even truly knowing why.
Your Big Idea can be distilled in a slogan or one-liner.
Here are some more Big Ideas you may be familiar with. Take it as inspiration.
Tesla - Accelerating the World's Transition to Sustainable Energy
Amazon - Earth's Most Customer-Centric Company
IKEA - The Wonderful Everyday
Coca-Cola - Open Happiness
Airbnb - Belong Anywhere
👞 Today’s Action Step:
Develop your Big Idea and turn it into a one-liner/slogan. You can take the examples above as inspiration.
📖 Today’s Book Bit
Donald Miller
If you confuse, you’ll lose. Noise is the enemy, and the key to cutting through is to focus on a clear, compelling message that resonates with your audience.
Book: Building a StoryBrand
A clear big idea that resonates with your audience will help you stand out. It will help you win. It will help you become #1.
Because they won’t just know what it is you’re selling, but they’ll also know why it matters to them.
🌟 Today’s Epiphany
The reason Red Bull doesn’t solely promote their products is because they want to craft the association of being daring with their drinks.
Reply