What is a Big Idea? It’s the one that we remember. So, it’s no surprise that CNBC has Donny Deutsch, a veteran of the ad world, hosting a talk show called The Big Idea. Advertising agencies are known for developing the next big idea that we will all see splashed across newspapers, magazines, TV and the Web.
Having worked in a creative agency, I can tell you not all big advertising ideas are created by skilled designers sitting in front of high-power Mac computers. It was common to see the designers grab a sketch pad and some friends from other departments and head for the nearby park to brainstorm.
The story of Zelda’s Mini Donuts is just that type of tale. The founders, Laura Lee and Paul Svobodny, were walking on the warm Venice Boardwalk on vacation from the cold Minnesota winter. They had seen just about everything. From tattoo artists to fine food, the area is rich in culture and people watching. But they felt the area was missing something.
Back at home, the Minnesota State Fair always provided a main drag worthy of people watching, but it also had the tradition of mini doughnuts. Soft, little pillows of cinnamon sugar goodness eaten by the dozen in bags you could hold while enjoying the attractions. This, they decided, is just what Venice needed.
Their big idea was formed: they would move to Venice, open a food cart on the boardwalk and sell their doughnut creations. Wasting no time, within weeks they purchased the doughnut machine and began to research permits for a food cart. That proved complicated, so instead, they found a tiny, closet sized shop to rent. They opened the top half of the door to serve hot, fresh doughnuts to passers by.
Today, they have a bigger location across the street and a full deli with earth friendly sandwiches and sides. But, the line still forms to watch the counter-top machine turn out a snack that has become a Venice tradition.
This is a commonly told legend in the area.
First of all – what a great place to come up with your big idea, walking along the surf in the Southern California sunshine. But the best part? They believed in the idea, took action and tell their story to everyone who stops by to talk. Zelda’s Corner Deli continues to make the best treats on the boardwalk and inspires everyone who visits to make their own big ideas a reality.
Where do you come up with your big ideas? Share in the comments!
After completing the Communicate to Win workshop, you will have the most compelling argument and the best ideas. With this complete package, you will gain the tools necessary to guarantee that you have the best ideas and that you can present them confidently so you will WIN. Read what participants say.
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photos by Katrina Snaps. Used by permission.