Tell the idea the way you'd tell a friend. It gets compared with award-winning ideas, and you walk out with arguments, risks, and ways to push it further.
If someone finds a hole in the idea
In the pitch
Walk into the room already knowing the strengths and the likely holes.
In search of originality
After the spark and before someone says they've seen it.
In the internal review
When there are three ideas and only one goes.
Before it goes to the client
Gather arguments for the presentation.
When entering awards
To know whether the gut feeling isn't just in your head.
On the other side of the table
Get the agency's idea and know whether it holds up before you defend it inside.
Before writing the strategy
See whether the idea's territory is already taken before you write the strategy.
Early in your career
A senior take before the senior sitting next to you weighs in.
For the long ride
When you know it isn't there yet and you need to open new paths.
