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Hey Maude, I launched Big Idea Bootcamp last week, and the response has been incredible. Watching people actually get into the course and start working through it has been one of the best parts of this whole process. If you've been on the fence, I wanted to give you a heads up: launch week pricing ($497) ends tomorrow at midnight. After that, it goes up to $597. This course was built for anyone who wants a reliable, repeatable process for creative thinking. It walks you through how to come up with ideas, then refine, sell, and execute them. The whole shebang. It's self-paced and video-based, so it fits around your busy schedule. -->Get Big Idea Bootcamp for $497 ( https://19960ccb.click.kit-mail3.com/n4u3kxrv5euvhxqwmvri6h6wx0mkwalhvwdvn/n2hqr5lravhvm095z2s0/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS9iaWctaWRlYS1ib290Y2FtcA== ) Get Big Idea Bootcamp for $497 ( https://www.stuffaboutadvertising.com/big-idea-bootcamp )After tomorrow night, it's $597. I won't be running a last-chance-I-promise email series or extending the promo. When the price goes up, it goes up. Want to expense it? I made a handy info sheet about the course to send to your manager. Grab it here. ( https://19960ccb.click.kit-mail3.com/n4u3kxrv5euvhxqwmvri6h6wx0mkwalhvwdvn/z2hghnhenx2rqnfz/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS9iaWctaWRlYS1ib290Y2FtcCNleHBlbnNl )​ -Ashley ​ Unsubscribe ( https://19960ccb.unsubscribe.kit-mail3.com/n4u3kxrv5euvhxqwmvri6h6wx0mkwalhvwdvn ) | Update your profile ( https://preferences.kit-mail3.com/n4u3kxrv5euvhxqwmvri6h6wx0mkwalhvwdvn ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.kit-mail3.com/n4u3kxrv5euvhxqwmvri6h6wx0mkwalhvwdvn/x0hph6heo0vd50hg/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )

Hey Maude, Just a heads up, your exclusive waitlist pricing for Big Idea Bootcamp expires at the end of today. After that, the price goes up. If you've been thinking about it, here's your link: -->Get Big Idea Bootcamp: $447 ( https://19960ccb.click.kit-mail3.com/92uxgrldw0bnh60554li9hzdmwpzzbwh06o03/7qh7h8h9qd0l28s9/aHR0cHM6Ly9hc2hsZXktcnV0c3RlaW4tcy1zY2hvb2wudGVhY2hhYmxlLmNvbS9wdXJjaGFzZT9wcm9kdWN0X2lkPTY2NDQxMTc= ) Get Big Idea Bootcamp: $447 ( https://ashley-rutstein-s-school.teachable.com/purchase?product_id=6644117 )​ This is the lowest price the course will ever be, and it's only available to people who were on this list. Let me know if you have any questions about the material! -Ashley ​ P.S. If you want to expense this with your employer, I made a handy info sheet about the course. Grab it here. ( https://19960ccb.click.kit-mail3.com/92uxgrldw0bnh60554li9hzdmwpzzbwh06o03/owhkhqhwpx49mliq/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS9iaWctaWRlYS1ib290Y2FtcCNleHBlbnNl )​ ​ ​ Unsubscribe ( https://19960ccb.unsubscribe.kit-mail3.com/92uxgrldw0bnh60554li9hzdmwpzzbwh06o03 ) | Update your profile ( https://preferences.kit-mail3.com/92uxgrldw0bnh60554li9hzdmwpzzbwh06o03 ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.kit-mail3.com/92uxgrldw0bnh60554li9hzdmwpzzbwh06o03/z2hghnhen5o628iz/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )

-------------------------- Big Idea Bootcamp is live! -------------------------- Thank you so much for being on this waitlist. The fact that you've been following along and rooting for the course while I built it means a lot. ​ ---------------------------------------- As promised, your very special discount: ---------------------------------------- From now until midnight on Feb 27th, you can snag the course for $447. This is exclusive to the folks on this waitlist, and it's the cheapest the course will ever be. After Friday, the price will go up, and then after launch week, it'll be $597. -->Get Big Idea Bootcamp: $447 ( https://19960ccb.click.convertkit-mail2.com/38udvzg3l6hkh20eo76trh4po9w70u7hxlexg/9qhzhnhd09vodghz/aHR0cHM6Ly9hc2hsZXktcnV0c3RlaW4tcy1zY2hvb2wudGVhY2hhYmxlLmNvbS9wdXJjaGFzZT9wcm9kdWN0X2lkPTY2NDQxMTc= ) Get Big Idea Bootcamp: $447 ( https://ashley-rutstein-s-school.teachable.com/purchase?product_id=6644117 )​ Remember, if you want to expense the course with your employer, I put together a one-sheeter with everything you might need to make the case for it! Grab it here. ( https://19960ccb.click.convertkit-mail2.com/38udvzg3l6hkh20eo76trh4po9w70u7hxlexg/3ohphkh30z5e37bp/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS9iaWctaWRlYS1ib290Y2FtcCNleHBlbnNl )​ ​ See you in there! -Ashley ​ ​ Unsubscribe ( https://19960ccb.unsubscribe.convertkit-mail2.com/38udvzg3l6hkh20eo76trh4po9w70u7hxlexg ) | Update your profile ( https://preferences.convertkit-mail2.com/38udvzg3l6hkh20eo76trh4po9w70u7hxlexg ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.convertkit-mail2.com/38udvzg3l6hkh20eo76trh4po9w70u7hxlexg/n2hohvhvmr9zvva0/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )

It's happening! Big Idea Bootcamp officially launches on February 25th and I am SO excited to finally share this thing with you. I've been working on this course for a looooong time, pulling from everything I've learned in years of concepting at agencies, running workshops, and teaching at portfolio schools and universities. --------------------------------- Quick refresher on what's inside: --------------------------------- Big Idea Bootcamp walks you through the entire creative concepting process, from staring at a brief all the way through to execution. * What actually makes an idea a big idea​ * How to get something useful out of any brief * The strategic groundwork most people skip * Concepting techniques that aren't just "think harder!!" * How to know if your idea is worth building a campaign around * How to keep things cohesive when five different teams are executing it * How to sell your ideas to the people who need to approve them ​ --------------------------- Your very special discount: --------------------------- Because you joined the waitlist, you're getting an exclusive discount. This is the lowest price Big Idea Bootcamp will ever be, and it's only available to the people on this list. From Feb 25-27, you can grab the course for just $447. After the 27th, the price goes up, and after launch week it'll be $597. I'll send you an email with your discount link the morning of launch day (February 25th). Keep an eye on your inbox! ​ -------------------------- Want to get this expensed? -------------------------- A lot of companies have learning and development budgets that cover exactly this kind of thing. I put together a one-sheeter with everything you (or your manager) might need to make the case. Grab it here. ( https://19960ccb.click.convertkit-mail2.com/r8u9odx76vtoh34kk72u2hdnn8n66s7ho6zor/08hwh9h2v7zq4vip/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS9iaWctaWRlYS1ib290Y2FtcCNleHBlbnNl )​ If you have any questions about the course between now and then, just reply to this email. Thank you for being here. It means more than you know. Talk soon, Ashley ​ ​ Unsubscribe ( https://19960ccb.unsubscribe.convertkit-mail2.com/r8u9odx76vtoh34kk72u2hdnn8n66s7ho6zor ) | Update your profile ( https://preferences.convertkit-mail2.com/r8u9odx76vtoh34kk72u2hdnn8n66s7ho6zor ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.convertkit-mail2.com/r8u9odx76vtoh34kk72u2hdnn8n66s7ho6zor/8ghqhohoz59k8dfl/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )

Heinz just released a keg of ketchup. A “Kegchup” ( https://19960ccb.click.convertkit-mail2.com/e5uldq7m29s7hlmz9equ8h8m3q022ilhgnkg4/l2hehmhlqe8omoag/aHR0cHM6Ly93d3cuaGVpbnouY29tL2tlZ2NodXA= ) to be exact. It’s 114 ounces of Heinz ketchup just in time for Super Bowl parties. It’s ridiculous. But it’s also perfectly on brand and a perfect example of what happens when you have a big idea to work off of. ​ The Big Idea For years now, Heinz has been operating under one core concept: people don’t just prefer Heinz, they’re irrationally loyal to it. They’ll ask for it by name. They’ll notice when a restaurant tries to pass off generic ketchup in a Heinz bottle. They’ll put it on things that probably shouldn’t have ketchup on them. No substitute will do. That’s a creative territory the brand has been mining and can continue mining for fresh executions year after year after year. ​ Just a few of the many different ways they’ve brought this big idea to life: “Ketchup Fraud” called out restaurants that secretly refill Heinz bottles with cheap generic ketchup, turning a brand problem into proof of their dominance. “Tattoo Bottle” gave superfans an official Heinz label stencil to bring to tattoo shops so they could get the most precise replica possible. When asked to “Draw Ketchup”, people overwhelmingly drew a Heinz-shaped bottle, and their drawings became OOH ads. Diners were encouraged to add an additional $1 “tip for Heinz” to their bill at restaurants that didn’t carry Heinz, then submit the receipt to get reimbursed. The first 10 restaurants to switch got a free year’s supply of Heinz. And now, a keg. Because if it has to be Heinz, you’re going to need a lot of it. ​ Why does this matter? When everything connects back to the same core concept, each execution reinforces the last. The brand gets stronger every time they ship something new. They’re increasing the chances of people thinking of Heinz not just as ketchup, but the ketchup. That’s what a big idea does. It gives you a creative territory you can keep returning to. It makes “what should we make next?” a much easier question. And it means everything you make is building toward something instead of just existing. This is exactly the kind of thinking Big Idea Bootcamp is built around: how to find these ideas, how to evaluate whether you actually have one, and how to keep it alive across every channel and campaign. I can’t wait for you all to get into it in just a few weeks. Talk soon, Ashley Are you planning on expensing Big Idea Bootcamp? If you’re thinking of using your company’s Learning & Development budget or bringing your entire team along for the ride, please reply and let me know. I’m putting together some resources to make that easier, and I want to know what would actually help - an info sheet, talking points, an email template, whatever. Hit reply and tell me what you’d need. :) ​ ​ Unsubscribe ( https://19960ccb.unsubscribe.convertkit-mail2.com/e5uldq7m29s7hlmz9equ8h8m3q022ilhgnkg4 ) | Update your profile ( https://preferences.convertkit-mail2.com/e5uldq7m29s7hlmz9equ8h8m3q022ilhgnkg4 ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.convertkit-mail2.com/e5uldq7m29s7hlmz9equ8h8m3q022ilhgnkg4/m2h7h5h32vdo68bl/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )

Hey Maude! You're officially on the Big Idea Bootcamp waitlist. Quick recap: Big Idea Bootcamp is an online course that will teach you how to develop big ideas. The kind of ideas that tie all your marketing together to make a bigger impact on your audience. It's a process I've built over 14 years of doing this work myself and refined by teaching advertising students and marketing teams of all levels. As a waitlist member, you'll get founding member pricing when the course launches in late February—the lowest price it'll ever be. I'll send you updates as things come together. In the meantime, here's the working course outline so you can see what's planned: * Module 1 - Stretching Your Thinking With Big Ideas* What Is a Big Idea? * Tactics vs. Big Ideas in Action * The Big Idea Framework * When You Need a Big Idea (And When You Don't) * Module 2 - Warming Up: Foundations of Great Ideas* Prepping Your Creative Kitchen * Mine the Brief * Insights, Insights, Insights * AHA!-bservations * How to Uncover Insights and AHA!-bservations * Mindset Blocks * Process Blocks * Module 3 - Concepting Training* Your Creative Process * Trick-or-Treat Mode * Staring at a Blank Page * Concepting Techniques * Module 4 - Flexing Your Big Ideas* Sorting Through Your Ideas * Refining Your Big Idea * From 1 Big Idea to 100 Executions * Keeping Your Core Strong * Module 5 - Take It to the Finish Line* Getting Internal Approval * Writeups That Can Do the Heavy Lifting * Sticky Titles * Make Your Case * When Ideas Don't Make It I did my usual overthinking about what I wanted to include in this course, so this outline has gone through many iterations. What you see here is a collection of my absolute favorite things to teach, and I can't wait for you to dig in. Talk soon, Ashley P.S. I'm curious: when you sit down to come up with an idea, what's your process right now? (Or maybe you don't really have one? That's okay!) Hit reply and tell me. ​ ( https://19960ccb.click.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k/z2hghnhe05l6gvbz/aHR0cHM6Ly93d3cuaW5zdGFncmFtLmNvbS9zdHVmZmFib3V0YWR2ZXJ0aXNpbmcv ) ​ ( https://19960ccb.click.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k/p8heh9h48rq6vwhr/aHR0cHM6Ly93d3cudGlrdG9rLmNvbS9Ac3R1ZmZhYm91dGFkdmVydGlzaW5n ) ​ ( https://19960ccb.click.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k/x0hph6hexkq2g5ug/aHR0cHM6Ly93d3cueW91dHViZS5jb20vQFN0dWZmQWJvdXRBZHZlcnRpc2luZw== ) ​ ( https://19960ccb.click.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k/6qheh8hl0x9rq9b9/aHR0cHM6Ly93d3cuc3R1ZmZhYm91dGFkdmVydGlzaW5nLmNvbS8= ) Unsubscribe ( https://19960ccb.unsubscribe.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k ) | Update your profile ( https://preferences.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k ) | 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 ( https://19960ccb.click.convertkit-mail2.com/xmul236rv8s3urdp06nu5h2q34zllfnh8xz8k/7qh7h8h93dnlgea9/aHR0cHM6Ly9idWlsdHdpdGgua2l0LmNvbT91dG1fY2FtcGFpZ249cG93ZXJlZGJ5JnV0bV9jb250ZW50PWVtYWlsJnV0bV9tZWRpdW09cmVmZXJyYWwmdXRtX3NvdXJjZT1keW5hbWlj )