Masters of ideas understand when they need more and when they don’t.
Certain situations require more brainstorming. Fresh content. New ideas.
More often than not, once something is started, you don’t need more new ideas, you need to own the one big one that got you going in the first place.
Even that layer, you don’t need more new ideas. You simply need to do what you know works. To care. To string that idea into every corner of your brand.
Dogfish Head doesn’t need a new idea. They simply need to do more of what they know to do to appeal to off-centered people.
Bose will likely shoot themselves in the foot within the next six months because they think they need a new big idea to replace their current one.
As they say, if you’ve got it, flaunt it.
Stay Positive & Then Keep Flaunting It