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A Litmus Test For Proving a “Big Idea”

There’s nothing more subjective – more likely to stir passions – than an idea. Wars have been fought over ideas. Lovers have quarreled over ideas. And closer to home, ad agencies have prospered or failed in the pursuit of the elusive Big Idea. And there’s the problem. An idea that’s brilliant and breakthrough to one person is lame and disposable to another.

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