Recently, I posted what must have seemed like an enigmatic
Zen koan: ‘A big idea is always small; an idea that’s too big usually makes a bad story.’
I apologize. I hate things like that… when someone parses
his or her words in a way that makes one seem smart, clever and in the know.
Pompous narcissists in my book; then I did the same ignorant thing.
Why not just say what I mean? I did want to be concise but
mostly this was a ‘dig me’ moment: ain’t I just a deep thinker? Mea culpa.
Let me explain what I was getting at with a very typical
example from my college writing class.
But first, here’s a
true statement: every paper, speech, PPT presentation must have a ‘big idea,’ a
central focus for the narrative.
Think of it this way. If you can recall the 1950s Superman
show (George Reeves, poor soul), you’ll remember there’s always a scene in the
Chief’s office where Lois says something like, “I want to cover the dock
workers’ strike,” and the blustering Perry White inevitably asks, “What’s your
angle?”
That’s the big idea.
So, I ask students to write a 5-page paper – which to me
seems like an easy task; to them five pages is a brick wall. I tell them to
focus on a controversial subject. Check with me first, I warn.
OK. Here are some typical topics they’ll profer:
Civil rights
Abortion
Legalizing drugs
Creationism v. evolution
Equal pay for equal work
How in God’s name can you cover the entire civil rights
movement in five pages? Or Dr. King’s Birmingham march or his assassination or
his famous Washington speech? You can’t, of course; and if you try the result
will be a 1/64 of an inch thick analysis that will be scattered, trite and
meaningless. The big idea is too big.
Instead, focus on, say, the mood of your hometown when the
news came about Dr. King’s untimely death; how your grandparents reacted; how
some were so callous while others in tears. You see? Small but excellent big
ideas.
When we write ads or present products we almost always say
too much… include too much, try to cram it all in and down the throats of an
intimidated or uncaring audience. And by doing so we are having our own ‘dig
me’ moment: look how smart I am, I know so much more than you.
So my Zen koan boils down to simply this: when writing any
marketing piece, any presentation (and life is a presentation, right?) lower
your ambitions and shrink your ego. The results are much more interesting when
you dig deeper in a small area. When you have more to say about less you have a
very, very BIG IDEA.
