This is not an idea.

Giving your customers a rebate is not an idea.

"New and improved" is not an idea.

Having George Takei say "Oh my!" is not an idea.

Telling people that they'll love your beer is not an idea.

Hiring those guys from This is Spinal Tap is not an idea.

Copying Apple is not an idea.

Offering more for less is not an idea.

Being on Facebook, Twitter and YouTube is not an idea.

An idea is original. An idea inspires. An idea makes you slap your palm to your forehead and say, "Damn, why didn't I think of that?"

Too often today in marketing and product development we employ tactics in search of an idea rather than in service of an idea.

If you're a client, make your agency sell you the idea before they sell you the TV spot, website or print ad.

If you're an agency and you're not selling ideas, go sell shoes.