big idea

One clear, overarching point or message, particularly as the focus of an ad campaign. It is generally invoked posthumously to convey that the speaker is a forward-thinking iconoclast.

In August of 2009, I blogged about the death of the big idea. It caused some controversy and stirred some strong sentiment in the comments section.

The douchebag who said this probably also said Runway, microcopy, or stealth mode.