With markets being so fragmented these days, and media always changing, why do some folks want to stick to the same old solutions?

As marketers, we sometimes make simple assumptions about how something should be done, where we should advertise, tactics that should be used, or targets that should be targeted simply because it was done that way before. Not only does this usually end up with an uninspired result, but it frustrates the people working on the project and the outcome is often less than predicted. This overly structured method eliminates any possibility of doing something better. Something unexpected. Or something that might be off the beaten path and could make a big impact just by being a little different.

I recently read an article on a blog called Leading Creatives written by Nigel Collin where he made a very interesting point that when you tell a creative person HOW to do something, the thinking and creativity stops and all your likely to end up with is an execution. And not a bit more than that. No passion, no dedication, no enthusiasm, and no creative solutions. Just execution.

Guidance, direction and suggestions are always great, just leave the door open to new possible solutions. Nigel suggested that the next time you have a marketing goal, don’t tell your team or agency HOW TO DO it, tell them WHAT YOU NEED TO ACCOMPLISH and you’ll get back more than you expected.

Tweet This Post

No related posts.