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Sometimes coming up with a ‘big’ idea in the advertising / marketing space in particular isn’t a problem – its making sure you choose the right one to achieve your goals. I’ve been on both sides of this challenge; either so freakin’ enamored with my own fabulously radical idea that I kind of lose sight of the real objective or get so excited about someone else’s idea that I start spinning the objective to suit the idea. So how do you mentally sift through the ideas on offer to find the one that’s truly going to achieve your goals – rather than getting snowed or snowing yourself into one that’s… Read more >