Too many marketers carelessly throw good money and time to OPTIMIZE mediocre ideas.
You can optimize the hell you want but winning campaigns and bestselling products IMO are build on great BIG ideas.
Just take a look at the Amazon Bestseller list
+ 4-Hour Work Week sells like hotcakes because of the BIG IDEA
+ Lean StartUp has a BIG, new refreshing idea – hence a bestseller
+ Robert Ciadlini’s Influence still talked about after 20 years because of it’s BIG IDEA as well
So my point is, spend 80% of your time and money to source that BIG IDEA, then optimize it.
And not optimize mediocre idea in hopes it becomes a BIG NEW IDEA.