A lot of discussion went into this introduction. Some of us wanted to talk about intellectual rigour: research, planning, brand analysis; finding the inspiration for the big idea. Others wanted to talk about our ability to get things done; operational excellence, health & safety, process and attention to detail. Thinking versus doing. We call it Inspiration Applied.
But then we realised we already knew the answer. They’re just as important as each other. After all, the big idea isn’t big and isn’t clever unless you can apply it in the real world. End of argument.