So we just had an creative department meeting.
And in it, this is what we discussed:
We talked about what it means to do work inside these walls. The walls of Chiat Day. And we talked about how most of the work out in the world is bad. And how a lot of it is good. And a few… are great. The best in their category. And then some things, just a few, transcend that. And become iconic.
We talked about the iconic work TBWA\Chiat\Day has done. We watched a video in which Lee Clow walked us through the work that makes him proud to be part of this agency.
And this (which I really like, personally):
And then we signed a pledge. To do one piece of iconic work in the next six months.
And then Lee read us something called the Nincompoop Forest, by Mark Fenske. And I’m really glad he did. Because while we may try to think of iconic ideas all the time, it is quite a different thing to actually sell and make them.
Here it is:
“For an idea to live it must journey from the mind of it’s originator out into the ears of others, into the world.
To live it must cross an area that is dangerous to the life of an idea… an area between the mind of an originator and the world where other people live who fight against ideas and try to kill them. This area, that challenges every ad idea the moment it is born is called the Nincompoop Forest.
To find your way through the Nincompoop Forest takes heart, intelligence and determination.
There are many obstacles lying in wait. Some people fear big ideas or are afraid to defend them or don’t know how to explain or sell them.
Some people are afraid to buy big ideas because, by their nature, they have never been done before and can be scary. (It’s been said that if you’re not scared of an idea, it probably is not a big idea at all.)
You’ll have to save your idea from all the people who want to change the idea, “help” the idea, compromise the idea. They want to “make it better” or safer or less expensive or more comfortable.
All great ideas have to beware of the Nincompoop Forest.”
So until you hear from us next, we’ll be battling the Nincompoop Forest and working away on that pledge to do some iconic work. Wish us luck and bring us a few axes. We’ve got a lot of trees to chop down!
*A PS UPDATE* For the amount of comments on this post, and the content of those comments, we’ve responded. Read it here, if you’d like!