- Ideas are only the starting point
- Execution defines effort, resources and results
- Great projects are built in the process, not in the pitch
For the final post of 2025, a reflection based on what I experienced this year.
Ideas are overvalued.
We tend to see projects as simpler than they really are.
Closing a deal seems like just a signature.
A campaign seems like just an insight.
Selling sponsorship seems like just finding the right brand.
This mindset leads us to underestimate effort, time and money.
The real value lies in execution.
Adjustments, discussions, feasibility and timelines often completely transform the initial idea.
This year, we won the Aberje Award, one of the leading corporate communication awards in Brazil, for the campaign carried out with Carlinhos Brown during Carnival.
Having the idea to launch a song with a major artist, carrying strategic messages to connect with millions of people, was the easiest part.
Turning it from paper into reality required a huge effort.
Valuing execution is essential to allocate the right activation resources, align leadership expectations and deliver the best possible project.
Execution requires:
• A good team. Resilient, creative and flexible
• Working within constraints. Time, budget and resources
• Letting go of the initial idea. It is only the starting point
• Focusing on the process. Success will be the consequence
The difference between a good project and a great one is rarely the idea.
It’s the execution.
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