Creative concepts often improve considerably during presentations. The designer explains the reasoning, somebody describes the cultural reference and another person adds the strategic connection. Suddenly the idea makes perfect sense.

There is only one small problem. The audience will not be attending the presentation.

An idea eventually has to leave the room

A good concept may contain layers. It may be clever, subtle or even initially ambiguous. But somewhere within it there should be enough information for the intended audience to make the connection.

The Fred Test is useful because Fred sees only the finished communication. He does not receive the explanation, mood boards or strategic presentation.

Clever is useful only when it communicates

There is nothing wrong with making the audience think. Some of the strongest communication creates a small gap and allows people the satisfaction of completing the thought themselves. The difficulty is knowing how large that gap can become.

Ask somebody who was not involved what they think the idea means before explaining what it is supposed to mean. Their first answer is usually more valuable than their polite reaction afterwards.

If only the boardroom understands it, the idea does not work.

Boardroom approval proves surprisingly little

People approving creative work generally possess more context than the people the work is intended to reach. Agreement inside that room therefore tells us that the idea works for people with an unusual amount of information.

Fred has none. Which is precisely why his reaction matters.