Back to the future: Goldilocks was just right
A new client has just briefed us to develop a Big Idea. Last week, I attended a Big Ideas workshop. We've also just been asked to tender for a project where the exam question is 'Please describe how you have developed a big idea for one of your clients'. And, even in between saving a first draft of this paragraph and then returning to it a day later, a prospective client tipped me off that the way to win a new assignment from them was to show that...