Why you shouldn't choose ideas based on "likes and dislikes" or "majority vote."

Hello, I'm Yukio Hashiguchi, a copywriter.

I've released a book titled "100-Idea Thinking." It explains the copywriter's mindset for all business professionals.

 

Ideas: Quantity over quality. Bad ideas? Cliché ideas? Bring them on! If you generate 100 ideas, you're bound to find one or two good ones in the mix.

You don't need talent, special tools, or preparation (see past installments of this series for details; links to each are at the end of this article).

I believe every business professional understands the importance of "idea generation." However, the importance of "idea selection" is surprisingly often overlooked. Isn't it often the case that ideas are chosen somewhat arbitrarily based on personal preference, perceived strengths or weaknesses, or simply by majority vote?

Such methods will never lead to selecting good ideas.

This article explains how to reliably select good ideas from a long list of options .

how to reliably select the best ideas from a long list

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<Table of Contents >
▼Why You Shouldn't Choose Based on "Likes/Dislikes," "Strengths/Weaknesses," or "Majority Vote"
▼ Two "Criteria" for Selecting Good Copy &nbsp;
▼ Study "Ideas That Were Evaluated as Good" to Train Your Eye

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Why You Shouldn't Choose Based on "Likes/Dislikes," "Strengths/Weaknesses," or "Majority Vote"

As mentioned earlier, ideas are often chosen based on the selector's "likes and dislikes," the idea's "strengths and weaknesses," or simply the "majority vote" of those present. All of these are absolutely terrible approaches you must never use.

× Choosing based on personal preference

Just because you like something doesn't mean it's popular with the general public.

× Choosing based on strengths and weaknesses

Many people organize an idea's strengths and weaknesses in Excel. However, even the best ideas have weaknesses, and even the worst ideas have strengths. Discussing strengths and weaknesses in large meetings is especially disastrous. It turns into a nitpicking contest, leading to the selection of ideas with no distinct strengths or weaknesses—ideas with no defining characteristics whatsoever.

× Choosing by majority vote

Majority vote is the same. Every idea starts with an individual's will. The stronger that will, the less likely it is to win a majority vote. What wins by majority vote isn't a "good idea," but an "idea that faces no opposition" (a certain advertiser known for consistently hitting with ads reportedly scraps any proposal that gets unanimous approval by majority vote).

So, what should we use to choose? In my case, I use the following two criteria.

Two "Criteria" for Choosing Good Copy

Truthfully, when I was younger, I judged copy based on personal preference too. Seeing copy I didn't like get praised made me think,

I'd sulk, thinking, "What's so great about this ? I could write way better copy!"

I sulked (a classic example of a useless rookie...).

During those frustrating days, a senior copywriter taught me this "criterion":

"Good copy always has either 'empathy' or 'discovery'."

Is that really true? Let's examine some classic copywriting examples from the past.

• "Imagination and a Few Hundred Yen" (Shincho Bunko) → Discovery
• "Love isn't a distant fireworks display. OLD is NEW" (Suntory New Old) → Empathy
• "Forty is your second twenty." (Isetan) → Discovery
• "Just do it." (NIKE) → Empathy

While preferences vary, you can see that every copy contains either "empathy" or "discovery." If you're interested in advertising copy, check out resources like the "Copy Yearbook." Most copy should fit into one of these two categories.

The key point here is to "select ideas based on clear criteria." "Resonance" and "discovery" are merely examples of criteria for choosing good advertising copy.

In their book "The Power of Ideas," Chip Heath and Dan Heath list the following six characteristics for ideas that stick in people's minds:

"Simple and straightforward"
"Surprising"
"Concrete"
"Credible"
"Emotionally compelling"
"Has a narrative quality"

You too should find your own "criteria."

To do that, you must expose yourself to many good ideas and train your eye.

Study "ideas that have been evaluated as good" to train your eye.

There's a popular TV show where art pieces are appraised. Toys that look like junk to the untrained eye fetch millions of yen, while scrolls that appear to be masterpieces turn out to be cheap souvenirs worth next to nothing. That gap always amazes me.

The appraisers on the show say that to truly discern value, you simply have to "see as many genuine pieces as possible." They say that by doing so, you naturally develop the ability to "spot what makes an artwork genuine or fake."

The same applies to ideas. To cultivate the eye to pick the best one idea out of a hundred, make it a habit to immerse yourself in seeing "good ideas."

The key is to look at "ideas that have been evaluated as good," not just "ideas you personally like." Look at hit products, award-winning ads, things praised by renowned creators. Since the goal is to train your own eye, it's crucial to see things recognized by people with better judgment than yours.

Then, make a point of thinking about why that idea is considered "good." Taking notes or putting your thoughts into words is also a good approach.

Repeating this process will reveal common traits among highly regarded ideas. This is your "standard." It allows you to evaluate ideas based on your own criteria, not just personal preference.

This article is the final installment of a four-part series. Back issues are listed below.

Part 1: No Talent, Tools, or Sense Required! The Copywriter's "100-Idea Thinking" Method
Part 2: The Input Technique You Can Absolutely Practice, No Matter How Busy You Are
Part 3: The "Just an Idea" Ban
Part 4: Why You Shouldn't Choose Ideas Based on "Likes/Dislikes" or "Majority Vote". ※This is the final part.

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Ideas aren't just for creators.

If you work at a manufacturer, you need to come up with ideas for new products or features. If you're in customer service, you need ideas on how to satisfy customers. If you're raising kids, you might need to devise ways to get your child to eat their vegetables without leaving any behind.

Yes, generating ideas is essential for every job.

I hope this series becomes a catalyst for enriching your work and life through ideas. If you find yourself interested, please pick up my book, "100-Idea Thinking."

Thank you for reading to the end!