![]() ![]() Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.” You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. ![]() Stuff your conscious mind with information, then unhook your rational thought process. But your unconscious has to be well informed, or your idea will be irrelevant. This is true in art, in science, and in advertising. Ogilvy ever wrote!ĭavid Ogilvy also had this to say about finding your big idea: In it, he found a single quote from a Rolls Royce engineer: “ At 60 miles an hour the loudest noise in this new Rolls Royce comes from the electric clock.” That quote became the headline of one of the most successful ads Mr. One of the surest ways to come up with a big idea that’s compelling is through research.ĭavid Ogilvy, an entrepreneur and copywriter known as the “Father of Advertising,” famously found the inspiration for his famous Rolls Royce campaign while leafing through a trade journal.
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