Of course that’s not a nice thing to hear, especially if your job is coming up with ideas. And maybe even more so when your agency is named iDiz.

But it’s true. Ideas are cheap.

All I have to do is look back on all my brainstorming session notes to see the remnants of good ideas that just weren’t good enough, or didn’t click with the client and therefore got left behind in pursuit of some other idea that had more spark.

And I can’t remember all the conversations I’ve heard that started out something like “wouldn’t it be great if we could…” or “I have this great idea for a business…” or “I’ve been thinking that we should…”

People get ideas all the time. It’s what you do with an idea that makes it valuable. That’s why an idea can’t be copyrighted or trademarked, but the actual product or application can.

It’s the doing that counts.