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Back Pocket Ideas

Have you ever had a project where ideas poured freely and easily out of that big ol’ brain of yours? The flood gates of your imagination opened and you have more great solutions than you’ll possibly need.

What should you do? Pitch them all?

Absolutely not.

No matter the volume of your great concepts, refrain from showing all your cards.

A CD I worked for years ago implicitly instructed us to always hold back. He said to keep some “back pocket ideas”. Here’s why:

Use this opportunity to cull down the concepts to only the very best, to take a second look and be highly critical of yourself.

Choose to present only the strongest ideas you want to see come to life – the things you want for your book, or more importantly, that you feel certain the client will buy. Choose the ones that you think will not just be clever in the moment, but also stand the test of time.

Back pocket ideas are also useful if all the concepts you initially pitch die. It’s happened to all of us, and when it does it usually means a quick scramble back to the drawing board. Having some good stuff in reserve might just help alleviate the impending all-nighter.

Another some subtle reason for holding onto back pocket ideas is that you never want your job to look easy. If you start tossing around ideas like they are a cheap commodity that anyone can make, then that is exactly how they will be treated.