Is Novelty Alone the Hallmark of a Monster Idea?

Gauge your ideas by these characteristics and you can start sharpening your pitchfork and gathering your mob, cause you’ll have a monster on your hands.

Stefan Mumaw is the creative director and purveyor of REIGN, a Kansas City, Mo.-based ad agency. He's authored five books, the most recent being "Chasing the Monster Idea." Reach Stefan at stefan@chasingthemonsteridea.com.