what makes a creative idea "good"?

Have you ever wondered why some creative ideas flourish while others fizzle? Being in the advertising business for a living, it's something I've given a lot of thought.

Over the years, I've seen ideas that were truly awful take off and I've seen really imaginative creative ideas die before even being presented. And then there are ideas that fall somewhere in the middle; ideas that are not all that great, but they get the job done by earning results, though not accolades or awards.

Working with clients on developing creative ideas for their advertising executions recently got me thinking about the question again - what really does make an idea for creative advertising "good"?

Simply put, here are some key factors:

Stratagy. The most important component of all. Having a passionate delivery of a new idea is good but when you can support that excitement and clearly articulate why the idea is strategic and will achieve your marketing objectives, you know that on some level the idea will be successful.

Nurtured. An idea needs to be nurtured carefully and allowed to take root and grow a bit before it is shared. Former Hallmark greeting card executive creative Gordon MacKenzie very eloquently discusses this point throughout his amazing book on corporate creativity, Orbiting the Giant Hairball.

Delivery. Sometimes it's all in how you deliver the idea. I've been in brainstorms where someone would blurt out the craziest, most absurd idea, but because they were excited and enthusiastic about the idea we listened, got excited, and got on board too.

Levels. Years ago a mentor explained this one to me. If the idea works on more than one level, such as in the abstract as well as the literal, or if it is culturally relevant, or if it has double meaning (or for some clients double entendre) it is more complex and will tend to engage people more deeply.

Buy-in. Often who supports your idea can be just as powerful as the idea itself. When people you respect or have sway in your industry like and back your idea, it not only supports the idea, it will give you the confidence to be fearless and execute the idea with passion.

Fearlessness. New ideas tend to make people uncomfortable. As a small business person, venturing your time or money on a creative advertising idea that has never been done by you or anyone in your industry is intimidating. If there is marketing strategy behind the idea, be fearless and let it loose.

Confidence. Just because you are not an advertising executive doesn't mean you aren't creative. You know your customers best. With a little coaching, research, and inventiveness you can gain the confidence you need to develop creative ideas that encompass all of these points.