Name: How to get approval for bold ideas
Uploaded: 2022-03-30T13:58:17.217Z
Duration: 340.45
Description: All marketers want to be disruptive and bring bold ideas to the table. But it can be difficult to get exciting ideas approved and executed. Carla Johnson explains how she gets people to say 'yes' when pitching courageous ideas.

How to get approval for bold ideas V2.mp4

How to get approval for bold ideas.vtt

English

{{00:00:27}}
We all got into marketing at the
very least, or at least content

{{00:00:31}}
marketing, because we wanted to do
work that inspired us, that was fun.

{{00:00:36}}
You're a 22 year old right out of
college, and you had big ideas.

{{00:00:41}}
You were at your boss's
door every single week.

{{00:00:45}}
And you had idea after idea after idea,
you had no fear of pitching a new idea.

{{00:00:50}}
You knew that getting to a yes was
just a matter of working the odds.

{{00:00:55}}
But then you're about 10 years into
your career, you're a little smarter.

{{00:00:59}}
You're 32.

{{00:01:01}}
And now you're thinking before
you pitch an idea, maybe

{{00:01:04}}
instead of every single week,
it's about every six months.

{{00:01:08}}
But by the time we're 42, we think back
about those dreams and the courage and

{{00:01:15}}
the idea that we had when we were 22.

{{00:01:18}}
And work and how we look at what we
create feels a whole lot different at

{{00:01:23}}
that age than what we thought it was
going to look like when we were 22.

{{00:01:28}}
That's why getting courageous
with your ideas is so important.

{{00:01:33}}
That's what we're going to talk
about today is how to move into

{{00:01:36}}
that area of courageous creativity,
rather than feeling like we're stuck

{{00:01:42}}
in doing the same old boring kind
of work that we've always done.

{{00:01:48}}
One of the most foundational
things that matters in getting your

{{00:01:52}}
ideas across, getting to a yes, is
understanding how to pitch the ideas.

{{00:01:57}}
The pitch is such a critical
part of creativity and

{{00:02:01}}
understanding how to bring out
the courage in your creativity.

{{00:02:05}}
Because as marketers, we've learned
a lot of things over the years.

{{00:02:09}}
One of the basics that we've
learned is the four Ps of marketing.

{{00:02:13}}
But it's the fifth P of knowing how to
pitch your idea successfully, is what

{{00:02:19}}
leads to true creativity, courageous
creativity in the work that you do.

{{00:02:23}}
Bad pitches can kill
even the best of ideas.

{{00:02:28}}
If you are not able to tell the story
of the journey of your idea in a way

{{00:02:34}}
that gives your boss or your client
context for where the idea came from,

{{00:02:40}}
how it relates to the work that you
do and the outcome that you expect,

{{00:02:44}}
your idea will never go anywhere.

{{00:02:49}}
Inspiration for creativity comes
from everywhere, if you're just

{{00:02:54}}
open and aware and pay attention
to what's going on around you.

{{00:02:58}}
The most creative people in
the world are hyper-observant.

{{00:03:05}}
You have to actually practice
creativity, if you're going

{{00:03:10}}
to be a creative person.

{{00:03:13}}
Creativity is like any
other skill or talent.

{{00:03:16}}
If you're going to be great at it,
you have to actually practice it.

{{00:03:20}}
It's like a muscle.

{{00:03:21}}
You have to practice, you have
to use it to strengthen it.

{{00:03:26}}
Fear is the biggest hurdle that we have
to get over and that we need a process

{{00:03:32}}
to make new creative, different, and
distinctive ideas feel less risky.

{{00:03:37}}
We have to start to look at creativity
and pushing the boundaries in a

{{00:03:41}}
matter of small steps, rather than
these big leaps, these big outcomes.

{{00:03:46}}
Because it's the culmination of
all these little steps that we take

{{00:03:51}}
that get us to the big outcomes.

{{00:03:52}}
We have to put the process for coming
up with and pitching creative ideas

{{00:03:59}}
over what we're trying to produce.

{{00:04:01}}
It turns out that the most creative
people all follow this process,

{{00:04:06}}
whether they realise it or not.

{{00:04:07}}
I've spent the last five years
researching this, and this is

{{00:04:11}}
the exact process that they use.

{{00:04:13}}
They start out they're hyper-observant
of the world around them.

{{00:04:18}}
What other brands are doing,
the experiences that they have,

{{00:04:21}}
the music that they listen to,
the movies that they watch.

{{00:04:24}}
It doesn't matter what it is, they
pay very close attention to it.

{{00:04:29}}
The next thing that they do is
that they take all that they've

{{00:04:32}}
observed and they start to distill
it into a pattern of what they see.

{{00:04:37}}
And this next step is the magic step.

{{00:04:40}}
This is a big part of determining
whether or not your pitches are

{{00:04:44}}
grounded in reality is that you take
that pattern that you've distilled.

{{00:04:48}}
And then you relate that into
the work that you're doing.

{{00:04:52}}
It's this bridge of connection
that makes all the difference

{{00:04:55}}
and it's then, and only then that
you start to generate your ideas

{{00:05:00}}
because ideas that are generated
from inspiration are incredibly

{{00:05:05}}
powerful when you go to pitch them.

{{00:05:08}}
You will never have a bad pitch
again, for a creative idea.

{{00:05:13}}
If you follow this process
and explain the journey of

{{00:05:16}}
the inspiration of your ideas.

{{00:05:18}}
If you want to have that amazing
creative idea to pitch, you don't

{{00:05:22}}
have to rally up a tonne of courage.

{{00:05:25}}
All you have to do is one thing.

{{00:05:28}}
Just connect the dots between
what it is that inspires you,

{{00:05:32}}
and what it is you do every day.

We all got into marketing at the
very least, or at least content

marketing, because we wanted to do
work that inspired us, that was fun.

You're a 22 year old right out of
college, and you had big ideas.

You were at your boss's
door every single week.

And you had idea after idea after idea,
you had no fear of pitching a new idea.

You knew that getting to a yes was
just a matter of working the odds.

But then you're about 10 years into
your career, you're a little smarter.

And now you're thinking before
you pitch an idea, maybe

instead of every single week,
it's about every six months.

But by the time we're 42, we think back
about those dreams and the courage and

And work and how we look at what we
create feels a whole lot different at

that age than what we thought it was
going to look like when we were 22.

That's why getting courageous
with your ideas is so important.

That's what we're going to talk
about today is how to move into

that area of courageous creativity,
rather than feeling like we're stuck

in doing the same old boring kind
of work that we've always done.

One of the most foundational
things that matters in getting your

ideas across, getting to a yes, is
understanding how to pitch the ideas.

The pitch is such a critical
part of creativity and

understanding how to bring out
the courage in your creativity.

Because as marketers, we've learned
a lot of things over the years.

One of the basics that we've
learned is the four Ps of marketing.

But it's the fifth P of knowing how to
pitch your idea successfully, is what

leads to true creativity, courageous
creativity in the work that you do.

Bad pitches can kill
even the best of ideas.

If you are not able to tell the story
of the journey of your idea in a way

that gives your boss or your client
context for where the idea came from,

how it relates to the work that you
do and the outcome that you expect,

Inspiration for creativity comes
from everywhere, if you're just

open and aware and pay attention
to what's going on around you.

The most creative people in
the world are hyper-observant.

You have to actually practice
creativity, if you're going

Creativity is like any
other skill or talent.

If you're going to be great at it,
you have to actually practice it.

You have to practice, you have
to use it to strengthen it.

Fear is the biggest hurdle that we have
to get over and that we need a process

to make new creative, different, and
distinctive ideas feel less risky.

We have to start to look at creativity
and pushing the boundaries in a

matter of small steps, rather than
these big leaps, these big outcomes.

Because it's the culmination of
all these little steps that we take

We have to put the process for coming
up with and pitching creative ideas

It turns out that the most creative
people all follow this process,

I've spent the last five years
researching this, and this is

They start out they're hyper-observant
of the world around them.

What other brands are doing,
the experiences that they have,

the music that they listen to,
the movies that they watch.

It doesn't matter what it is, they
pay very close attention to it.

The next thing that they do is
that they take all that they've

observed and they start to distill
it into a pattern of what they see.

This is a big part of determining
whether or not your pitches are

grounded in reality is that you take
that pattern that you've distilled.

And then you relate that into
the work that you're doing.

It's this bridge of connection
that makes all the difference

and it's then, and only then that
you start to generate your ideas

because ideas that are generated
from inspiration are incredibly

You will never have a bad pitch
again, for a creative idea.

If you follow this process
and explain the journey of

If you want to have that amazing
creative idea to pitch, you don't

Just connect the dots between
what it is that inspires you,

Best Practice

All marketers want to be disruptive and bring bold ideas to the table. But it can be difficult to get exciting ideas approved and executed. Carla Johnson explains how she gets people to say 'yes' when pitching courageous ideas.

Content Creation

Marketing Strategy

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Carla Johnson

Discover insights from other experts

 Author, Marketing & Innovation Strategist

Bold ideas will not survive bad pitching. Johnson explains what is important to include in your pitch. 


Understand how you pitch

Creativity can come from everywhere - be open to everything around you.

Open up to inspiration

Practice makes perfect and creativity is no different.  


Power creativity up

To get to a yes you have to explain the connection between the idea and the inspiration. Discover how to do it here. 