I don’t remember being 10 months old, but it must have been frustrating. There were probably a ton of things baby Pranav wanted to say but just couldn’t quite get out there, simply because I didn’t have the brain power or vocabulary yet to put my thoughts into words.
A similar thing happens with our Big Idea. We have a certain sense about our vision, that unique POV we want to share with the world. But when it comes to articulating it, we often struggle. It’s right there, but we just can’t quite figure out how to say it in a clear, compelling way.
How do we crystallize our Big Idea into a single line that really hooks people?
But let’s back up a little.
What is a Big Idea?
A Big Idea is a unique perspective that challenges the status quo in your industry and promises to transform your audience’s life for the better. It captures your distinct approach to solving your clients’ problems and serves as the foundation for your thought leadership and differentiated brand.
I set out to find if there was some magic formula or template we could use to articulate our Big Ideas. But after a bit of digging around, I started to get that sinking feeling…
There isn’t a formula. (Shocker, I know)
There isn’t a nice ‘how-to’. No step-by-step ultimate guide. But don’t be disheartened. There’s a ton of inspiration out there, which may not give us the exact how-to, but it helps us refine our Big Ideas.
Let’s unpack a few templates.
(I use the word ‘templates’ loosely because it’s unlikely that you would find something that fits your exact context. My hope and dream is to give you some ideas to get started.)
- Stop_____, Start ____
The Stop-Start template is a good starting point for articulating your Big Idea. A Big Idea challenges the status quo and has an inherent component of asking your audience to stop doing something and suggest a new way. “Stop doing this… and start doing that” fits naturally here.
While you wouldn’t fit the final copy of your Big Idea in the Stop-Start template, it does a good job of getting you started.
Jonathan Stark, who has one of the best Big Ideas, could potentially say Stop hourly billing and Start Value Pricing. (Although, he articulates his Big Idea differently – Hourly Billing is Nuts.)
- _____ over _______
When to use this template?
When you want to ask your audience to stop giving importance to the thing that they are currently prioritizing, and instead give more importance to the thing that they have been neglecting.
A great example is Michelle Warner’s Big Idea of “Sequence over Strategy.” According to Michelle, it’s more important to do things in the correct order than to do things correctly.
Jay Acunzo’s Idea of Resonance over Reach also embodies this framework. According to Jay (and I am paraphrasing here), “In our marketing, we tend to obsess over reach. But we should be paying attention to Resonance, instead.”
- _____ before ______
This works when you are challenging the sequence with which things are usually done in your industry. You are asserting, “Hey, while A is being done before B… it’s ineffective. B should be done before A!”
A good example is Mary Knox Miller, whose Big Idea is Connection Before Content. According to Mary, we need to establish human connection first before sharing our expertise, because without trust and emotional engagement, even the most brilliant content won’t have real influence.
- ____ is _____
I found this one the most challenging to explain. Yet, it’d be a disservice not to mention it, as it’s a template used in 2 of the most compelling Big Ideas I have come across.
‘Calm is the new KPI’ by Susan Boles.
‘Hourly Billing is Nuts’ by Jonathan Stark.
What makes this Big Idea compelling is that it connects 2 words/concepts together that don’t necessarily belong together. When was the last time you read the words ‘Calm’ and ‘KPI’ in the same sentence?
- ____ is the new ______.
It was Clive Robert Humby who first said, “Data is the new oil.” A similar Big Idea (although it doesn’t come from an Expert/Consultant) is “Sitting is the new smoking.”
- Two contrasting words
Another word to express your Big Idea is to put together two words that don’t belong with each other. The combination of these 2 words creates intrigue and surprise. (Yes, this is similar to number 4, but also different)
Kim Scott’s Big Idea of Radical Candor fits perfectly here. And so does James Clear’s Atomic Habits.
To summarize
Articulating your Big Idea is not a walk in the park. While we may not have access to exact templates, they can act as inspiration. They help us do the service of conveying our unique perspective to the world in a way that’s clear, compelling, and instantly connects with our audience.
After all, your Big Idea deserves to be understood, not stuck in your head like baby Pranav’s thoughts, which could only come out as “Gaa gaa goo gee.”