What’s a good idea worth – and where do you get one? All your marketing should be driven by one clear, compelling idea. Do you have it? Do you own it? Is it so uniquely yours that when people hear about it they automatically think about you? If not, put your thinking cap on and get to work. Or hold your agencies feet to the fire – tell ’em you want to see some breakthrough thinking and see what they show you. Make sure you’ve got the guts to support the big ideas they bring you. It will change your mutual expectations and take your game to a way higher level.