Page 144 - ConvinceThemFlip

convince them in 90 seconds or less
A big idea should be
short and sweet and
trigger the instant
mantra “Am I doing it
now, or not?”
could trigger the instant mantra “Am I doing it now, or
not?” It was, “We make hungry people feel important.”
A phrase like this is often trite, obvious, and almost
meaningless when viewed from outside the company
or corporation that devel-
oped it. But when you load
up one of these trite big
ideas with bricks, mortar,
employees, and food, and
look at it from the inside, it
is big. It is something that
can change behaviors, atti-
tudes, perceptions, and the bottom line.
Is “We make hungry people feel important” memo-
rable? Does it capture the spirit of the organization and
point everyone in the same direction? Is it versatile? Does
it permit expansion? Yes to all of the above. The company
immediately commissioned signs to be designed and
stuck on the cash registers at all its outlets. These were
a reminder to everyone to stay on track by asking, “Am I
doing it now, or not?”
Getting Personal
Just as defining a company’s big idea can help keep its
staff focused and on track, defining your personal big
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