What is The Big Idea?

David Ogilvy famously said:

"Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea."

Ogilvy argued that powerful, lasting campaigns are built on clear, compelling concepts that resonate deeply with the audience.

Christopher Nolan describes using a concise summary or guiding statement as a constant reference point when writing a screenplay. He said:

"I always have a one-sentence description, a sort of guiding principle, and I keep going back to it."

Nolan believes a strong, singular idea helps anchor storytelling, much like Ogilvy's "Big Idea" anchors advertising, ensuring clarity and consistency, preventing the narrative from drifting.

This concept of a unifying principle extends beyond creative fields into business. Peter Thiel's concept of a "secret" is a unique insight or belief a startup holds that few others recognize or agree with. A powerful, central idea—like Ogilvy's "Big Idea" or Nolan's guiding principle—often encapsulates exactly this type of "secret."

When building your investor story, your unifying idea should communicate your startup's unique "secret" in a simple, memorable form. For example:

Airbnb: People would trust strangers enough to stay in their homes.

Uber: On-demand transport could replace car ownership.

Slack: Email is broken for teamwork.

Snapchat: Ephemeral messaging creates deeper engagement, not less.

Spotify: People prefer paid access to music over ownership.

Stripe: Developers, not businesses, would decide the future of online payments.

Revolut: Consumers rate convenience more than tradition in banking.

Investors are drawn to startups that know and can clearly articulate their unfair advantage. This highlights their unique insights or contrarian thinking, both of which are key to unlocking business value and meaningful differentiation.