15 Feb 2011

Where do great ideas come from?

Steven Johnson thinks he knows (and we think we agree). In Where Good Ideas Come From Johnson shows how great ideas are rarely the result of one solo genius having a eureka moment. More often than not they are outcome of longer term, iterative processes involving the work of many people and the collisions between their disparate ideas. This is as true in communications planning as it is in any other field - the best work always comes from close collaboration between client, media agency, creative team (digital or traditional) and media owner.

Hear him speak eloquently and entertaingly about this idea at TED Oxford last year in the following video:

via Edward Boches