Jerry Seinfeld has a great bit about socks.
How they cling to the side of dryer doors, waiting for their chance to make a break for freedom. Once they see their chance to escape, perhaps stuck on the back of a fuzzy pullover, they take it. Out into the world they make their getaway, never to be seen again. Where did they go? No one knows. The only signs of their escape efforts are solitary socks seen by the side of a road.
These are the socks that didn’t make it.
We’re in the business of crafting creative solutions to solve business problems–Ideas. Ideas that drive results. But ideas tend to be fragile. A lot can happen to keep an idea from seeing the light of day. They have to pass the internal agency approval gauntlet... er… process. A client will need to take a leap of faith that this idea, while strategically sound and focus group-approved, will succeed and garner the results they desire. If it’s a commercial, a director will need to be found that doesn’t just shoot the boards, but sees the potential and adds value by bringing their own ideas to the table.
And this is how great ideas reach their full potential. By working in a collaborative environment that is constantly elevating, protecting and improving the idea along the way. When everyone feels like it’s their idea–the agency, the client, the production partners – value is added. It's how to hone an idea, invest in it and protect it along the way so it can flourish in the wild for people to enjoy.
And while unified collaboration that adds value at each step in the process is how the best ideas come to life, there are plenty of ideas out there that don’t make it through. Ideas that aren’t given enough attention. Aren’t protected. Aren’t elevated. In the end, these ideas just blend in and become white noise like so many other messages out there. These are the ideas that weren’t given the opportunity to live up to their potential. These are the ideas that end up being skipped, scrolled past, and ignored.
These ideas are a reminder and a cautionary tale for us all.
These are no longer great ideas.
These ideas are now lost socks.