A few years ago, the thought would have been laughable. Not anymore.

If you watch reality TV, you’ll notice there’s a proven formula that some of the biggest series love to use. They start with a group of unique individuals, show them working through remarkable conditions and throw in a few dramatic twists.

Every marketer has heard the mantra, “Content is king.”

“Utilities campaigns do not win awards.”

Every year, the Chicago Association of Direct Marketing (CADM) honors outstanding direct and integrated marketing work at the annual Tempo Awards Ceremony.

Every industry has its share of inside terminology. Just ask an engineer about “Six Sigma,” or have a health care professional explain “change fatigue.”

You hear it as a rallying cry in meetings: “Our marketing needs a big idea.”