Why are ideas important? Ideas inspire and motivate us. Ideas challenge our perceptions and behaviors. Take, for example, Apple’s “Think Different.” It empowers people to make a difference or even change the world. It's an invitation into a mindset, or a movement, that leads to actions and results. Now that's powerful.
If ideas inspire, aspiration is what gets our audience to feel connected to our ideas. To say “that’s exactly how I feel” or “what I need.” Aspiration creates desire to be a part of an idea and act upon it.
How important is it, then, to educate our audience? To create a bigger conversation? Information helps unpack and lend credibility to our ideas. Information can also be transformational, leading to a deeper understanding and insights that enable a brand to better understand its audience and create better products or services.