Outside the box

Now normally I hate it when I hear "think outside the box!" and for some reason people always say that to me when I tell them I want to work in advertising! Any way is seems appropriate for this post.
Thursday I went to a stand up comedy night at my local theatre (Sevenoaks Playhouse) which was brilliant. They were great acts, everyone was really funny and the host Maff Brown was top. The comedians included Ed Stone, Lucy Porter, Addy Van Der Borgh and Rayond & Mr Timpkins Revue. Check out the website they do gigs around the south east of England I'd throughly recommend it - www.outsidetheboxcomedy.co.uk

I also got some feedback on my book from the lovely Emma at Poke. She had some nice things to say but one of the things that interested me most was a term she used, the 'richness of a concept'. In other words how much can you do with one concept and where can you take the idea.

"I would recommend you that before going for a concept you tested how rich it can be. How much you can take from it. Can it be a theme that sparks several ideas under it? Or there's not much to do with it rather than ads?
If the first question is YES, it's a concept worth to play around. If the second question is YES, leave it and think of something else."


Think thats better advice than just "think outside the box"!