Idea comes first. It’s the most important part of any great campaign, execution or business. The fact that a lot of campaigns are starting with the medium is deeply worrying. Business can’t start on the foundation of a platform or a temporary trend. There needs to be an IDEA behind it.

Idea comes first.

Goals and direction second.

Best medium third.

There are a lot of other smaller steps in between but that’s a rough outline. Idea is the most important part. Without it no matter what platform you are using you will burn resources and time!