Albert Einstein once said that “insanity is doing the same thing over and over again, but expecting different results.”

There’s no way to achieve greatness without taking risks in any walk of life. Being safe and doing what is expected won’t set the world alight. Being different requires being brave with ideas and taking that plunge into the unknown.

It’s not just artists, musicians and the like that are creative. The business world offers endless opportunities and challenges to organisations and entrepreneurs every day. As most of us have limited resources, we must be creative in how we approach these opportunities to make the most of them.

Big ideas

Big ideas are the ones that change the world, but how do you know when you have one?

Iconic ad man, David Ogilvy, suggested that you ask yourself the following questions to identify big creative ideas:

  • Did it make me gasp when I first saw it?
  • Is it unique?
  • Does it fit the strategy to perfection?
  • Could it be used in 30 years?

Big ideas and originality go hand-in-hand with uncertainty. The more tolerance you have for the uncertain, the more capacity you have for creativity.

Be brave. You’re going to be judged and questions are going to be asked, so have the confidence in your creativity. Are you willing to take the risk?