Saw a tweet from my friend Gisele from Neomam, sharing an article about how a large majority of ideation sessions within the *creative* (lol) content realm is, in the end, defined by the same old thinking.

Proof of concept!

Has this idea worked previously and if so, in what way?

Whether it’s shares via Instagram, likes via Facebook, number of links, estimated monthly visits…

Blah blah blah, the same metrics, every time.

Marketers want proof that that an idea within their niche has been successful in the past.

But they’re also…

Driven by the fear that a new, original idea will not gain any traction.

Driven by the potential consequences of a failed project.

Driven by the arse covering that these previous pieces of content and their metrics allow you.

Driven by laziness and a wish for doing something as easily as possible.

And in a way that they already know and can do in auto-pilot.

And they do it again, and again, and again, and again.

This creates a content rut.

Low risk, low reward, low quality.

Nothing to define them from their competitors.

Nothing that excites their readership and makes them think —> “These guys get it!”

Nothing that deserves to rank any higher than the original idea.

I am sure that there are people out there that only do projects that have a proof of concept.

Is this wrong, no.

Are you likely to ‘win’, probably not.

I am sure that there are people out there that come up with incredibly *unique* ideas, go with their gut.

Not backed with data and see mixed results.

Uniqueness is not a guarantee for success.

However by floating in between.

Shards of potential shine through.

I know that what I’m about to write isn’t groundbreaking…

What a surprise for the industry and this ‘blog’.

But the way you can clutch on to your precious metrics

and create something new enough to actually cause a stir within your industry

Is by stealing the general idea that ‘works’ and combining it with:

• Something topical (potential limited shelf life this but it works).
• Something related but not previously seen or mentioned (this joining of dots can be priceless).
• Something very strange (people are used to a certain type of content, this juxtaposition is risky but fun).
• Your brand spankingly new, originally unique, never before thought of idea.

This way you get your metric crutch and your ego lead addition.

Where you can credit your genius if it succeeds!

And point at previous metrics if it fails!

I know reading that back it sounds really obvious.

1 + 0.1 = v1.1

Indulge me. I’m a simple man compiling his thoughts, writing on vapour.

However the way you can potentially take this a step further and gauge the risk

is the degree in which you stray from the original idea!

Think of it along a grid

1st project with a new client? Perhaps it’s best to make something that is likely to work and get adequate results.

1 + 0.1 = v1.1

2nd project? 1st project did ok, nothing impressive but you have room to grow and express your ideas a bit more

1+0.25 = v1.25

3rd project? You have been backed by success, you’re able to take the reigns off a bit and do something more *high* risk.

1+0.4 = v1.4

And this is that format within it’s most basic form.

Be careful out there. You can also gauge the risk of a content project by reviewing the following:

The mentality of the client, the investment involved, the length of time worked with the client, the number of previous content projects, your previous successes, your knowledge of the industry, your contacts within the industry.

There are probably loads more.

I’ve got a bit lost in this article, I just wanted to write again and I felt like I had some points I wanted to share.

If you wish to discuss in more depth leave a comment, send an email or tweet.

Peace.