An idea is like a play. It needs a good producer and a…
““An idea is like a play. It needs a good producer and a good promoter even if it is a masterpiece. Otherwise the play may never open; or it may open but, for a lack of an audience, close after a week. Similarly, an idea will not move from the fringes to the mainstream simply because it is good; it must be skillfully marketed before it will actually shift people's perceptions and behavior.””
About This Quote
Source Interview: The Rise of Social Innovation, David Bornstein, 2010
Ideas alone are insufficient; they require effective promotion and distribution to reach and influence people.
In simple terms: Ideas need good marketing to succeed.
Key Takeaway
Promote ideas strategically.
Themes
innovation
marketing
social change
influence
perception
Mood
optimistic
strategic
Type
advisory
inspirational
When to use this quote
- product launches
- policy advocacy
- nonprofit campaigns
- startup pivots
- public awareness drives
Key Concepts
diffusion of innovations
network effects
behavioral economics
Questions to Reflect On
- How can you identify the right promoters for your idea?
- What channels best amplify a new concept?
A Different Perspective
Even well‑crafted ideas can fail without audience access or credibility.