Introduction to idea hooks

- When we're creating something, what does it mean to have a concept? You know, a concept is a goal, something that we want to achieve with the thing that we're making. Now, not everything we make needs a concept. Sometimes we're just creating something for the fun of it, or trying to create something that's beautiful. But other times, we're trying to accomplish something with what we make, right? And usually, it's to get someone to do something that our product, service, client wants them to do. We want them to buy something. We want them to do something. We want them to feel something. If that's the case, and we have a goal, then we need a concept. We need a strategy for our work to accomplish the goal. Now, not everything needs a goal. But in the work that we typically do, the professional work we do, if we want to move someone to action, they have to engage in our work as something that's a little bit deeper than just what they're looking at. Now, some concepts are really simple. They're sort of a surface level thing. It's pretty obvious in the work that we're doing what the concept is. Like a logo for a basketball team called the Stars that's made up of stars. Or a website for a Southern California college that uses Southern California imagery in the background. Or a video for Hallmark jewelry, which is all about love and relationships. See, these are sort of the surface level concepts. And there's nothing wrong with a surface level concept. But sometimes, we want to go a little bit deeper. We want our concepts to be rooted in some sort of insight, some sort of truth that's at the very base and core of what our audience believes and feels about our product and service. But those concepts can be difficult to find, because they're incredibly vague, right? It could be anything. I could literally be anything. So what we need to do is we need to find a focus, something that can move us from anything to something very specific, something relevant at the bottom of that triangle, at the bottom of that pyramid. I call these focuses Idea Hooks. And in this course, I'm going to show you how to generate more of them. We'll explore a strategic process that I call a Baby Steps process that'll help us generate more ideas towards finding Idea Hooks. We'll use a live example of a company that needs creative solutions. And I'll show you a number of other strategies that you might be able to apply to find more of these focuses, to find more of these Idea Hooks. Are you ready to find out how you can generate more Idea Hooks? Let's give it a shot.