It’s Your Context That Counts. The big idea doesn’t have to be the brand-new idea. Something common to the word at large may be very new to you and your organization. This is more than enough to galvanize the team, create faith, and build the world’s greatest marketing department.
Randall Rothenberg (email@example.com) is the director of intellectual capital at Booz Allen Hamilton and the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994).
This article is excerpted with permission from The Big Moo: Stop Trying to Be Perfect and Start Being Remarkable, by the Group of 33 and edited by Seth Godin (forthcoming from Portfolio, October 2005). For more information or to order the book, click here.