Jerome Bailly, sales and marketing manager, Cross Agency in Geneva, answered to the question in French: “What percentage of ideas are actually carried out in your company?”. They recently formed an idea team. Because the first idea you need is to the get the people who are capable of having ideas. No ideas, no implementations. A big problem is, when you present your ideas to a client, you need to have the decision takers at the conference table. The higher you climb the hierarchy ladder, the lower is the percentage of ideas that are validated. So, to maximize the percentage you have to meet the decision takers as soon as possible. And then you can try to convince them, not only with talking and written texts, but with a lot of visuals like videos and images. A visualization “materializes” the ideas in a way that it will be easier to decide. Jerome Bailly says that Cross Agency implements about 15% of the ideas. But they want to raise the percentage this year.
Picture by Patrick Chareyre.
Interview made at CreaDigital Day in Geneva, 14 January 2010, that was organized by the CREA Ecole de Creation en Communication, Geneva.
