Idea Catching

Marketing is an ideas-driven business. Ideas are our currency and our crack cocaine. They make us high and they can bring us down. A lot of time is spent protecting ideas, establishing ownership of ideas, and generally staking claims to the originality of ideas. People get downright vicious over ideas in advertising. I know I have.

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But I’m in idea rehab now. I’m getting older and wiser and more humble by the day. What I know now is that all of “my” ideas are “our” ideas. There’s truly nothing new under the sun. That zinger of an idea you had last week? It’s been had before and someone will have it again. There’s probably someone in Sweden or Appalachia or Denver having it right now. And now.

Having an idea is a mysterious and exciting thing. Because the insight feels like a wholly personal revelation, the temptation is to believe–as the idea is revealed¬–that we have figured something out; that we put the pieces together in a way no one else has or could. But if you pay attention, there is something vaguely familiar about the moment of revelation. This is because the idea has existed before and does exist outside of you. Think about the moment of revelation. It feels not so much strange or new, but like the return of an old friend. “Ah, yes,” you think, “There you are. I misplaced you for a while. How good of you to come back.”

Here’s the beauty: the less you think of ideas as having an owner, the more likely they are to float down out of the ether and plunk themselves into your consciousness. They recognize the receptive mind of those who don’t seek to exploit them, but to expose them. The more I try this technique, let’s call it idea catching, the more ideas I conjure up…and the more convinced I am that protecting an idea is the quickest way to smother it.

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