Washington Post cartoonist Tom Toles posts this rant on his online space:-
I have a great new idea that no one has thought of yet. If you have a great new idea that no one has thought of yet, it’s not a great idea. If it is a great idea, someone has already thought of it. If it actually IS a great new idea that nobody has thought of yet, you won’t tell anybody until it’s too late. If you do tell somebody before it is too late, they won’t listen. If they do listen, they won’t remember that you were the one who told them. If you remind them, they’ll deny it.
As a copywriter in a creative industry, I guess this has a lot of relevance. Is there really such a thing as a great ad that no one has thought of before? It can be new, but does novelty make for greatness by itself? And the bit about being a new ideas AND a great idea, um, are we ready to accept it? We being the idea giver’s colleagues, the client servicing, the management and the client; and even if it passes all these hurdles, the audience who must finally consume it.