What's Going To Stimulate Your Economy?

The president is promising us change, we're bailing out the banks, and now we've got cash for clunkers. Our economy seems to be turning the corner but I still feel the fear in the air from consumers unsure how or when the "stimulus" is going to start kicking in. Is this "stimulus" really going to work? Is this really the kind of "stimulus" we need? 

I think the first thing we need to ask is what really drives our economy? Is it money? Is it lowering interest rates? Is it Banks opening up more lines of credit? Or is it something bigger? I believe it's ideas. Fresh, creative, provocative, powerful, ideas. We're living in an age of ideas and our economy is driven by the development of new ideas. From new products like the "snuggie", to movies, music, novels, art, and breakthrough advertising. ideas are what drives our economy and the worlds. 

In advertising, big ideas are what helps brands buy the "mindscape" of consumers. How much "mindscape" an idea can purchase is relative to the size of the idea. Small ideas buy little tracts of "mindscape" that are eventually consumed by bigger, more powerful, ideas. Keep feeding that big idea and soon it's governing consumer thoughts and actions. The bigger, more creative, and powerful the idea the more "mindscape" it occupies and the more influence the idea has on the consumer.

Advertising legend Bill Bernbach once said "nothing is more important than bringing spirit and life to an advertisement."

A great deal of advertising these days lack that spirit and life.  I once read a great comparison of today's advertising to Frankenstein's monster - prior to getting lit up by lighting and bringing it to life. 

Just like the monster, an advertisement can come to life when it gets lit up by great idea. All at once it became larger than life, powerful, scary, and misunderstood. But at the same time very human with compassion and empathy. And guess what? Those are also the qualities that make great advertising. 

But those qualities are not what make the advertising great. It's the idea that make's it great. A powerful idea that's larger than life, scary, and misunderstood. An idea that can cut through the clutter and connect with people. 

To create ideas, you must free yourself from everyday life and live in the land of "what if". You cannot be tied down by the reality of everyday.  Just like "Nero" in "The Matrix", you have to remember "there is no spoon". 

So where are these ideas that are going to stimulate and jump start our economy? Somewhere inside you! Finding them will take understanding the landscape and having clear business objectives for success. Then listen, listen to those crazy voices inside your head, the ones we all try to ignore at times. Those are "ideas". Powerful ideas that want to be set free. Powerful, creative, and innovative ideas that will once again stimulate our economy.