Mar
5
Resist The Urge of Urgent.
Filed Under Marketing | Author: Gerald Smith |
Big ideas usually flow freely in strategy meetings, however articulating clearly defined, expected, outcomes many times remain elusive. You can recognize early on in these meetings that you probably won’t leave the meeting with a single objective that will later measure success.
Be assured you will leave the meeting with a long to-do list mostly related to how to better brand positioning and identify audience segments. While this is all good stuff, it doesn’t leave you with a feeling of urgency to accomplish something that generates measurable results. Just another feel-good meeting where we generate more to-do lists without clearly articulating how we could measure the success of our efforts. If we could have only decided a couple of measurable objectives; 1) how do we grow the email list, 2) add more fans to their FaceBook page, 3) increase revenue by an additional 3% by end of next quarter. These are all specific objectives whereby you apply your expertise toward immediate results that are measurable.
The fact is, we are all paid for results. Although much time should be spent on strategy and generating big ideas, we need to be reminded that our worth and value is really based on generating results for the brands we represent. That is what makes the cash register ding. Interestingly, we feel the best about our work when we are not just accomplishing a to- do lists but rather working toward measurable results that affect change.
Remember, the urgent always trumps the important. Resist that urge!
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