How to Create Impactful Ideas

CREATE IMPACTFUL IDEAS WITH THE SUCCESS MODEL

Before diving into the world of animation and marketing videos, we need to know how to create impactful ideas. We understand the basic concept of an idea—it’s a thought or suggestion for a possible course of action. In animation and marketing, an idea for us is the high-level description of what your work will be about. Essentially, it is like a map that determines your next course of action in the production.

But what makes your idea truly great and impactful? This is a complex question. Consequently, the greatness of an idea cannot be based solely on opinion; it needs to be measurable. The SUCCESS model provides a framework for evaluating and creating great ideas. Developed for advertising, the SUCCESS model identifies six key features of impactful ideas: Simple, Unexpected, Concrete, Credible, Emotional, and Story. Let’s explore each of these features in more detail.

1. HOW TO CREATE IMPACTFUL IDEAS WITH SIMPLICITY

First and foremost, a great idea is often simple. Simplicity makes it easy for anyone to understand. If your idea is complex and layered, it will be difficult to explain and understand, leading to confusion and frustration.

In today’s fast-paced world, clarity is key to capturing and retaining attention. A simple idea is quickly grasped, freeing people’s imagination to explore its potential. For example, when screenwriters pitched the movie “Alien” as “Jaws in space,” the idea was immediately understood and exciting. Test your idea for simplicity: Is it easy to explain? Do others quickly grasp it? If so, you’re on the right track. Remember, KISS: Keep It Simple Smartypants!

2. CREATE IMPACTFUL IDEAS BY BEING UNEXPECTED

Our brains are wired to notice the unexpected. When something is out of the ordinary, our attention is immediately captured. Therefore, in your idea, include an unexpected element that grabs attention and keeps the audience engaged. Avoid the “I’ve seen this a thousand times” effect by adding a surprising twist. For instance, think about how plot twists in movies keep viewers glued to the screen.

In marketing and animation, an unexpected element can be anything from an unforeseen outcome to a quirky character that defies stereotypes. This element of surprise not only captures attention but also makes the idea more memorable and shareable.

3. HOW TO CREATE IMPACTFUL IDEAS BY BEING CONCRETE

People connect with concrete, familiar elements. Consequently, a great idea is tangible and relatable. Consider the phrase “putting a man on the moon.” It’s a clear, concrete idea that everyone can visualize and connect with. In contrast, abstract corporate jargon often fails to engage. Make sure your idea is grounded in concrete imagery that people can easily understand and relate to.

4. BE CREDIBLE

Additionally, credibility is crucial. We instinctively recognize authority and hierarchy. Incorporate a person of authority or an element that conveys credibility in your idea. In advertising, this often means using celebrities or respected figures. A recommendation from a trusted authority is far more impactful than one from an unknown source.

For instance, using a well-known chef to endorse a food product instantly adds credibility. Similarly, a testimonial from an industry expert can lend significant weight to your message.

5. BE IMPACTFUL BY BEING EMOTIONAL

Emotions drive behavior. According to psychologist Paul Ekman, humans have six basic emotions: sadness, happiness, fear, anger, surprise, and disgust. A great idea taps into these emotions, making it more powerful and memorable. For instance, Pixar’s animated features are excellent examples of storytelling that evoke a wide range of emotions. Ensure your idea connects emotionally with your audience. For example, a commercial that tells a touching story about family will resonate more deeply than one that simply lists product features.

6. TELL A STORY

In order to know how to create impactful ideas, you have to master storytelling. Storytelling is a fundamental part of human culture. Moreover, great ideas are built around compelling stories. Effective storytelling involves four key elements: character, context, conflict, and change (the 4Cs). Characters drive the narrative, context frames it, conflict creates tension, and resolving the conflicts creates change. The resolution engages the audience.

Craft your idea with these elements to create a powerful story. For instance, consider the classic underdog story where a character overcomes great odds to achieve success. This narrative structure is engaging and can be applied to various contexts in marketing and animation.

HOW TO CREATE IMPACTFUL IDEAS - CONCLUSION

The SUCCESS model is a valuable tool for crafting and evaluating great ideas. Therefore, ask yourself: Is my idea simple or complex? Unexpected or predictable? Concrete or abstract? Credible? Does it evoke emotions? Does it tell a story? Creating a great idea is challenging and requires practice, critique, and iteration. But with the SUCCESS model, you’re better equipped to develop and recognize impactful ideas.

Moreover, this model is not just for the initial brainstorming phase. It can be applied throughout the development process. For instance, during the production of an animated video, continually test the idea against the SUCCESS criteria. Is the storyline remaining simple and clear? Does it still contain unexpected elements that will keep the audience engaged? Are the visuals concrete and relatable? Is the credibility intact? Are the emotional elements being effectively communicated? Is the story compelling? By consistently applying these checks, you can ensure that the final product remains strong and impactful.

READ MORE ABOUT HOW TO CREATE IMPACTFUL IDEAS

The SUCCESS model is detailed in the book Made to Stick: Why Some Ideas Survive and Others Die by Chip and Dan Heath. This book dives deeper into each aspect of the model, providing real-world examples and practical tips for applying the principles effectively.

And check out our main article for The Ultimate Guide – How to Create High-End 3D Animations. This comprehensive guide covers everything from the basics of 3D animation to advanced techniques, providing a valuable resource for anyone looking to excel in this creative field. It includes tips on using the SUCCESS model to generate impactful ideas, as well as practical advice on the technical aspects of 3D animation production.

In conclusion, creating impactful ideas is a multifaceted process that requires a blend of creativity, strategy, and practical application. The SUCCESS model offers a robust framework to guide you through this process, ensuring that your ideas are not only creative but also effective and memorable. By continually refining and testing your ideas against this model, you can develop concepts that truly stand out and resonate with your audience. Whether you are working in animation, marketing, or any other creative field, mastering the art of creating impactful ideas will significantly enhance the quality and effectiveness of your work.