You have an idea. "It’s a whopper," you say to yourself. It's the kind that will change your business forever. It’s the type of marketing idea that you’re sure will cause light to fall from the heavens and angelic voices to chime in unison at the very thought of the awesomeness of the concept. You know it’s a monster idea because you’ve never seen or heard anything like it, and everyone knows originality is the hallmark of a monster idea. And they’re not wrong.