The legendary David Ogilvie was a pioneer of the advertising industry. One reason for his success and influence was his ability to create what he called “the Big Idea”—a memorable concept that he could wrap an ad around, or on which he could base an entire advertising campaign. Here’s how he developed Big Ideas—and how you can, too.

• Step 1. Analyze your data and look for the single element that best expresses what you want to say. What one idea do you want people to remember?

• Step 2. Take that idea and boil it down to a statement of 10 words or less, using lively, action-oriented language.

• Step 3. Build your presentation—whether it’s an ad, a speech, or a persuasive email— around your big idea.