Great ideas are better than good ideas; way better than okay ideas and incredibly better than bad ideas. We all like to think that we fall into the first category every time. We say to ourselves, "not us, our concepts are great every time". But are they that good? Are great ideas thought up faster than good ideas or do they take more work? Further more: what does a good idea mean? Something fresh and innovative or something that puts more money in your clients pockets? 

These are all questions I think every firm should ask themselves. You may be surprised what you find. Both good or bad. 

-ds