Twenty years or more ago, we developed a concept titled: ‘The Fantastic Big Idea’ (or FBI for short).
In simple terms, we noted that the best companies and organisations had an idea at their core which drove every aspect of their business.
For example:
Disney – Fun
BBC – Authority
Google – All information in one place
National Trust – Places for people, forever
Starbucks – Third place
Microsoft – Default, (the standard)
Pret – Healthy fast food (perhaps now taken by Leon)
Volvo – Safety
Amazon – Everything, now
Nike – Win more
This concept led to the development of a model that helped many leaders understand that whilst marketing communications can expand their brand/reputation, the impact tends to be small and short lived, whereas an idea, so long as it is Fantastic and Big, can last for decades if not forever, and have a huge consequence.
Recently, when creating a new Customer Experience model to be unveiled later this year (CX5.0), we revisited the FBI concept and have updated it, albeit the original version still forms 95%.
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