There is nothing quite like the thrill of a big idea. From conceptualizing the idea to strategizing on how best to execute, the combination of adrenaline and anticipation of the outcome is exhilarating. Unfortunately, a big idea isn’t always enough. Regardless of how well-intentioned, or strategically conceived, big ideas aren’t always a hit upon unveiling.
A recent Fast Company article, How a Health Snack Company Has Created Hundreds of Thousands of Good Deeds, shares a prime example of a big idea that didn’t achieve the desired outcome with its initial strategy. Rather than abandoning ship, the Kind snack bar company refined its strategy, honing its execution plan until the concept resonated with audiences and generated favorable outcomes. While it may have taken nearly two years to strike gold, Kind believed in their idea and new it could succeed.
As marketers, we stress the importance of developing thoughtful communication strategies and anticipating the ‘what ifs.’ At Co-Communications, we also emphasize the importance of being nimble and being able to react to potential outcomes. We plan for the worst-case scenario, the best-case scenario and even ask clients what infrastructure they have in place if the big idea is so much of a success that it increases demand to levels beyond anyone’s expectations. The strategy is viewed as a conduit to realizing the idea’s full potential.
What impresses me so much about Kind is that they believed in their idea so strongly that they were willing to make multiple rounds of strategic refinements to realize their end goal. Oftentimes, limited resources, tight budgets and deadlines for meeting goals force organizations to execute Plan B, rather than Plan A, Version 2. It’s an unfortunate reality for many organizations, many of whom would gladly refine Plan A, were budgets, resources, and deadlines not issues.
Beyond Kind’s perseverance, the Kindaholics effort demonstrates an investment in ideas. Sure, there were desired outcomes and end goals for the effort. Theoretically, there were also other ways to achieve their end goal. Fortunately, the belief in the idea and investment in realizing its true potential were enough for Kind to stick with their big idea and modify their approach to achieving the end goal.
As you look at ways to differentiate your organization from the competition and achieve strategic goals, consider investing in a big idea. While the first strategy you employ may not be the perfect fit, committing to the idea and adapting the strategy as the execution unrolls can lead to big rewards. Just think, with a little perseverance and a nimble communications strategy, your organization can achieve meaningful success. Are you ready to invest in big ideas?
