All You Need is a Good Idea!: How to Create Marketing Messages that Actually Get Results

Chapter 12. USE THE WHOLE CARCASS

Congratulations. You came up with a good idea. You liked it, developed it, and actually used it. Of course, I've no clue as to what your idea was or what you did with it. But at least I am confident you actually had a good idea. (Unless you skipped ahead to this chapter first, because you were intrigued by its title. Well, go back. Now!)

There you are with your idea. You are proud and eager to find another good idea now that you know you can do it. Don't! At least, don't do it yet because there is so much more you can do with your original idea. And it is all those additional uses you should look for that makes the original effort to find the good idea so worthwhile. It is the increased value you will be able to get out of your idea and the many ways you can use it that hopefully you will now start to think about every time you get an idea.

Here's what I mean by use the whole carcass. Thousands of centuries ago when someone was hungry he killed an animal, put it over a fire, ate it, and it was good. But that was just the tasty part. Then he took the skin and made a coat for protection and a blanket for warmth. Then he made the horns into weapons. The bones were ground up for medicine. The sinews used for string. Lots of yucky parts were put to various uses. Point is everything was used, nothing was wasted. I am certain the smart ones looked for even more additional ways to use up every last bit of the beast. (Though I personally do not want to know ...