Prepare to Chase the Monster

In advertising, ideas are our currency. We generate them everyday. Most are small, average, perhaps even puny. Occasionally, we create ideas that have size, shape and form. Then there's the select few that we truly believe are monster ideas, the type that change behaviors, shake landscapes and spawn copycats. Monsters are rare and, as such, are prized. We all want to generate more monster ideas but monsters can be anything, we have no idea what they look like. What makes a monster idea? Better yet, how can I know that my idea has what it takes to grow monstrous?

Chasing the Monster Idea author Stefan Mumaw will show you what monster ideas look like, he'll teach you the seven characteristics you need to look for in your ideas to let loose their monster potential and he'll reveal the reaction all monster ideas should aim to evoke in their audience: curiosity. In our industry, we can choose to chase dogs or we can choose to chase monsters. If you generate ideas for a living or simply want a measuring stick to help predict if your idea is as big as you think it is, Chasing the Monster will help you sharpen your pitchfork, gather a mob and identify the dogs from the monsters.

Mark your calendar for Thursday, September 22nd. Registration will be opening soon but seats will be limited, so be sure to sign up early!