The old advertising adage that if you get the strategic or creative direction pointing in the wrong direction at the beginning of a project, you’ll always end up in the wrong place is as true now as it was 75 years ago when first proposed by JWT. ‘Put rubbish in, get rubbish out’, is the more succinct maxim to sum up this thought. So how can we ensure that as far as possible we don’t head off in the wrong direction? My solution lies somewhere over the rainbow in the land of Oz.
Think about the quest Dorothy, Lion, Tin Man and Scarecrow had to undertake. Then assess your own project using the 3 key points of their journey’s plan. You’ll be surprised just how much it helps.
1. Have a common goal
Their’s was to see the Wizard. What’s your end-game?
2. They had a defined strategy
It doesn’t get much simpler that walking along a brick road that also happens to be bright yellow. How can you make your insightful strategy just as easy to follow?
3. They each had specific goals
While you may not need a brain, a heart, courage or to find your way home, understanding what motivates every member of your project team will help to keep them focused and driven. Be it a bigger bonus, a promotion, to win creative awards or to simply make a difference, each person will have their own agenda. Tap into it and you’ll get the best possible work from them.
Do you have your own version of this process? If so we’d love to hear your thoughts.