Secret Marketer: Ideas are the easy bit – it’s implementation that’s hard

A lot of people believe having an idea is the hardest part of marketing. The fact is that the idea is probably the easiest part. The world is full of ideas, and most aren’t that good. For marketers, the difficulty is convincing the organisation why your idea is a great one and to do something about it. In the wider world, the toughest bit of any good idea is creating and finding the talent, time and money to evaluate and test the idea.
A related fallacy I often hear from new digital a