How to hunt down your weakest ideas

In today’s inaugural edition, we’re sharing a simple framework for vetting ideas. You see, in most businesses, ideas aren’t in short supply. The tricky bit is knowing which are worth pursuing (and which you should kill before they cost you time).

There are three filters you can use to weed out weak brand licensing ideas so you can focus on those with genuine promise.

FILTER 1: Brand DNA fit

Brand DNA is the combination of values, personality, stories, symbols and associations your brand represents. The most successful licensing ideas bake that DNA into exciting new products and experiences. They’re surprising, but still coherent — sparking fresh interest while honouring what the brand stands for (and winning the confidence of your commercial team).

Ask: “Does this idea serve the bigger story we’re trying to tell?”

FILTER 2: Buyer fit

Strong ideas also have to work for the licensor; to evaluate, you need to have a partner in mind. The highest-potential ideas align with a licensor’s commercial priorities, operational capabilities, and revenue models.

Ask: “Does this idea make it easy for the buyer to say yes?”

FILTER 3: Fan fit

Even the most brand-aligned, licensor-friendly idea only works if people actually want it. Effective ideas resonate with how fans see themselves and how they want to be seen. They tap into existing interests or behaviours. They signal belonging to a tribe. And they make people feel something.

Ask: “Does this help our audience express who they are?”

Those are your three simple filters. Test them in your next concept review or ahead of your next client presentation. And let us know how you get on.