"What's the Big Idea?"

Norm created a unique team and role at Procter and Gamble. A brand manager (such as myself) could go to them at any time and get help on creating better advertising.  You didn’t have to go, but you’d be a fool if you didn’t.  Norm and his team put together a continuing series of internal P&G advertising training seminars (where I learned first-hand the importance of marketing strategy) and this mantra is taken from one of Norm’s best seminars. If you don’t have a Big Idea for your advertising, don’t expect it to stand out from the competition and motivate your customers. Little ideas mean little results. Big ideas are the only ones that count that justify the effort to do them at all.

Quote attributed to
Norm Levy, legendary former head of Copy Services at P&G