Once you carve out your Strategy, how do you come up with an idea big enough to build an entire campaign on? How can you make sure your ideas reflect societal and cultural trends – and the very people you’re marketing to? Most important of all, how can you create ideas that attract, ideas that are MAGNETIC? That’s what this chapter will discuss. The sections we’ll explore are as follows.

5.1 The Creative Process (Trick Your Mind)

5.2 What’s an Idea (Ideas vs One-Offs)

5.3 Yes, And

5.4 Candle or Mirror

5.5 Reflect Your Consumers