Many folks believe that in order to make a big impact, you need a large budget. Some even think big ideas need a big canvas like a double page spread or a :30 TV spot. But that’s not always true.

Good ideas are simply great insights translated in a relevant and memorable way.

Take Viagra, for instance. Everyone knows what it does. But maybe someone at the doctor’s office is embarrassed to ask. How do you remind patients that this doctor is open to talking about ED? The solution:

A great idea that doesn’t cost much yet makes a big impact.

(Thanks to David White for forwarding this.)

Karl Gromelski is a writer at sgdp in Chicago.

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