Big Sexy Idea - The 5 Second Rule

In Simon Sinek's TED Talk, he discusses how companies should start with why they do what they do. This idea has resonated with many people, as it has been viewed over 60 million times. Mark Levy, founder of Levy Innovation, helps people develop the idea that they'll be known for. He believes that having a "big sexy idea" is key to differentiation, which can lead to business opportunities. Mark finds that the 5 second rule, introduced by Mel in a TED talk and later turned into a best-selling book, can be applied to companies and brands. He says that an emotional reaction to something (e.g. anger or envy) can be revealing, and he encourages teams or individuals to try his two-part "envy" exercise. Mark compares the concept to a foot-high deli sandwich that draws lines of people waiting to buy and take photos of it. He explains that your big sexy idea might morph into a new concept and that not everyone will be a fan, but those who are fans of your idea will really be fans. He uses the example of Jerry Garcia's thoughts on the Grateful Dead's music to explain this further.

(source: https://contentmarketinginstitute.com/articles/differentiate-content-idea)