We intuitively know when we’ve experienced great creative work. It affects us. It makes us talk. It makes us wonder. It makes us remember. And it makes us do things that we had not previously done. Like trying a new product or a new brand.

Simply put, great creative work creates change.

So how can we gauge great creative ideas and push them to new heights?

Math and science use the triangular delta symbol to represent change. Turning that into an acronym, we use "DELTA" to ensure our creative work will deliver real change.

D - Discussion -- is it polarizing? Does it make people talk and take a position? Avoid fluffy kittens. Everyone agrees they’re cute and loveable. Get the point?

E - Engagement -- does it beg for participation? Is it irresistible? Are you rewarded for your attention? Humans love dramatic stories and solving puzzles, so leave room for the mind to play.

L - Lingering effect -- does it leave something to ponder? Or is everything perfectly wrapped up with a bow? Make them think about it. Plant a seed and let it take root.

T - Tingle, Tickle, Titillate -- does it? It should. Vanilla is a good ice cream, but it doesn’t excite the mind like Chunky Monkey, or Cherry Garcia.

A - Action -- ask for it, make it easy and make it rewarding.

If creative work passes our DELTA test, change is on the way. Change in attitudes. Change in behavior. And change in your business.

And aren’t those the real results we’re all looking for?