There's a difference between a big idea that comes from a product or service and a big idea that comes from the world of advertising.

It will help you if you ask youself five questions:

1. Did it make me gasp when I first saw it?

2. Do I wish I thought of it myself?

3. It's it unique

4. Does it fit teh strategy to perfection?

5. Could it me used for 10 years?

Big ideas in advertising woked great when advertising was in charge.  Today the advertsier's big idea doesn't travel very well. Instead, the idea must entrenched in the experience of the product or service itself.