Idea virus: The currency of the future

Behind every good communication campaign is a big idea, which allows a message to cut through and be memorable. Creative thinking that produces a big idea is vital in communication because a message or an execution has to rise above the clutter of a chaotic media milieu and influence its target market’s views, usage, attitudes and interests. A big idea is crafted to give a solution to a communication problem. And if it has to fulfill its role, it has to be based on a solid strategy. There are two elements to a big idea: the inherent interest it evokes, and the rational or emotional bond it creates to your communication goals.

A communicator’s critical mission is to effectively project the big idea to discover a titillating, never-before-used execution that can connect to its targeted audience with clarity, relevance, interest and simplicity. A big idea that is executed well turns a strategic business direction into a compelling piece of material, which, like a huge swordfish, jumps out from a sea of competitors. Some experts call it “The Creative Leap,” or the transformation of a business strategy talk into a clever, brilliant, out-of-the box communication pitch that persuades and captivates. It is using drama to generate attention, interest, desire and action, which can be carried out in a number of ways — from gentle humor to straightforward storytelling to shock effect. A big idea exists only if there is a skip, a hop, and a bounce. Otherwise, all you have is a clever reformulation and a repackaged strategy, which lacks logic and magic.

Many communication campaigns do not contain a big idea. Some implement the strategy by simply mixing words, or merely putting together a slew of visuals or a string of events. And when you scratch the surface to find the big idea camouflaged behind the slogan, call to action or activity implementation, you realize there is no big idea to speak of. A big idea illuminates your strategic thinking, and if you find it, you can bring in the sales and shares, ring the cash register loudly and merrily, and win creative awards.

When was the last time you had a big idea? Perhaps you have developed a new concept for a business, a never-before-used plot for the next great telenovela, a more efficient way to do your job, or a fantastically fresh idea that can help P-Noy’s call for “tunay na pagbabago.” Maybe you’ve offered your employer ideas to save the company millions of pesos, or if you are working for a government agency, found a way to eliminate red tape and onerous rules that will make doing business in your department less burdensome. Or you might have discovered a way to improve investments in infrastructure, to help the environment and to deliver basic education, housing and health services to Filipinos, whom P-Noy calls his bosses.

There is an urgent need for public and private sector leaders under the new government leadership to build an arsenal of ideas that can drive the economy, make people’s lives better, and transform the country into a better state. So even though you are clueless about how best to put together an idea mill, one thing is clear: If you can get people to acknowledge, seize, revere, and nurture your ideas, you can win on most fronts.

But how can you win? How do you modify the conversation in government and in business, and if you are lucky, to positively change the country’s course? If you are an agricultural producer, you want nothing more than a higher price for your produce. If you are a manufacturer of consumer goods, you aim for better sales. And if you are an idea merchant, you desire to unleash an idea virus, an idea that moves, grows and infects everyone it touches.

Author Seth Godin is an active proponent of the idea-virus principle, and he posits that it should be unleashed, nurtured and grown. A big idea crosses international boundaries and changes discussions about crime and justice, economics, education or politics. It can make people start, stop or sustain something. You do not have to wait for it to emerge organically or to hope that it happen accidentally. You can plan for it, optimize it, and make it happen.

Exactly how does an idea virus manifest itself? Where does it live? What does it look like? Godin believes it starts with an idea manifesto — a powerful, logical write-up that brings together a bunch of exciting thoughts and transforms them into a larger idea that is unified and forceful. It can be a statement, an image, a song, a cool product or a slick process. As long as you can use your manifesto to change the way people think, talk and act, you create value. How do you go about concocting the recipe for your own idea virus? Godin recommends the following simple steps:

• Make your idea virus-worthy. If it is not worth talking about, it won’t get talked about.

• Expose your idea. Expose it to the right people, and do whatever you need to do to get those people deep into the experience of your idea as quickly as possible.

• Create your sound bite. You have to decide what you want to say to your publics. If you don’t decide, they will decide for you.

• Get your publics’ attention and permission. Your goal is to use the virus to get attention, and then build a more reliable, permanent chain of communication so that further enhancements and new viruses can be launched faster and more effectively.

• Amaze your audiences and turn them into virus evangelists. You can sometimes get greedy and forget that a short-term virus is not the end of the process. It is the beginning. By nurturing the attention you desire, you can build a self-reinforcing virus that lasts and deliver the benefit to everyone involved.

For sure, P-Noy’s leaders in various government capacities are engaged in nonstop discussions on new ideas and solutions to generate the changes that this country needs. Their discussions should pave the way for the government, the private sector and the general public to develop more potent idea viruses and vigorously respond to the wish list of the people, which may cover the following:

• The streamlining of processes and building on the entrepreneurial strength of Filipinos

• Cutting off too much bureaucracy that stifles quick expansion and development that opens the door to economic growth

• Creating an environment that will support the high technology industry, tourism and finance, among others

• Implementing a competitive strategy that is based on the quality of life that comes from a population with strong body and mind, empowered by good education, and provided the opportunity to enjoy the public services they deserved

• Establishing an entrepreneurial action plan by putting together experts from appropriate fields to help small and medium enterprises

• Strengthening regional economic task forces that will limit, if not totally eradicate, barriers to local investment

• Developing affordable housing programs

• Executing plans to curb peace-and-order problems

• Heightening promotion of the country’s cultural heritage, for when citizens lose it, Filipinos lose their identity, their pride and respect for country and self

• Eliminating obstructions to poverty alleviation programs

• Instilling discipline on all fronts.

P-Noy’s big idea virus — “Kung Walang Corrupt, Walang Mahirap” — revolves around the concept of moving beyond the safety of strategy statements and the traditional way of doing things. It bounces into the realm of discipline, pushing people to do good and for them to tell others to do the same. Every Filipino is encouraged to spread the virus, but more importantly, to help make things happen for all countrymen who have long been wanting to truly enjoy a happier, healthier and more progressive life. An idea virus is the currency of the future. When you find one, take care of it because it will take care of you in return.

*     *     *

E-mail bongosorio@yahoo.com or bong_osorio@abs-cbn.com for comments, questions and suggestions. Thanks for communicating.