The idea is all that matters. It is the seed from which everything else grows. It should be nurtured, respected, analysed, tested and improved. But never ignored.

Ideas motivate. They inspire. They create buzz and conversations. They mutate, flourish, and wane. They drive action and in some cases inaction. In a commercial world, ideas build brands. They spread awareness, drive sales, increase contact, improve loyalty, add value, and address change.

The wheel was an idea. Electricity, an idea. The internet, an idea. Facebook, Twitter, YouTube, idea, idea, idea. The idea comes before the how and the when. And a lot of the time, before the why.

Most importantly. Ideas solve problems.