When it comes to benchmarking greatness in the world of communication, it's never been tougher. The old formula of making a better 30 second spot than 99.5% of the output, doesn't suffice any more.

When it comes to benchmarking greatness in the world of communication, it’s never been tougher.

The old formula of making a better 30 second spot than 99.5% of the output, doesn’t suffice any more.

The Past, Present and Future of Great Ideas

View more presentations from Edward Cotton

The presentation above tries to imagine both a framework and a discipline for getting to great ideas.

It argues that as soon as we organized the communication world into nice neat boxes and assigned singular disciplines to them, the model broke down.

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