The other day I was re-reading the marketing book “Hey Whipple, Squeeze This” by Luke Sullivan and Edward Boches, and a part of it stood out.
The authors were bouncing around a bunch of ideas for a bourbon company, and after listing them out they wrote:
“Clearly, a few of the bourbon ideas presented here aren’t very good. (Lord knows, you may think they’re all bad.) But like Pickett’s Charge at Gettysburg, with 15,000 soldiers, one or two are going to make it over the wall”
Their point was that not all of your ideas will work – but not all of them have to!
You only have to hit on one or two ideas and you’re set …
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