Every one of these sticky notes has a gem of an idea. These have been informed by research, strategy and discussion. And there are literally hundreds of them. Just look at all these rabbit holes we could chase.

We’re boiling them down into just two ideas. Two concepts that the client sees, and eventually only one concept that we put out into the world. I’m confident in the direction we’re going in, but surely any one of these has the potential to be lightning in a bottle by some stroke of luck.

Think of how many elegant solutions the world has missed out on just because it didn’t survive the sticky note phase. My heart goes out to all of the half-formed, world-changing, brilliant ideas lying in scraps in some office room somewhere.