Sadly, most people using the phrase,
“Get ‘em to drink the Kool-Aid,” have no idea who
Jim Jones was, or the tragedy linked to that reference.
Similarly, effective planning means knowing why you’re saying what you’re saying before you communicate it publicly. To find the right path and voice for your message, you must ask the right questions up front - meaningful questions that get at the heart of your brand and lead to meaningful connections with consumers.
- Is there audience demand?
- What aspect of your product or service most effectively satisfies the audience need?
- In what lifecycle stage is the brand?
- Which products are currently competitive and sustainable?
- Which products need re-facing to be competitive?
- Where can I most effectively and efficiently reach my audience?
We’re not just talking about ads, web sites or other communications. We’re talking about realizing the ideas about your business that will create growth, and subsequently, the media that will allow those ideas to multiply. Once we define each, we can begin to make meaningful connections.
Former GE CEO Jack Welch once said: “When the rate of change inside an institution becomes slower than the rate of change outside, the end is in sight. The only question is when.” So we add other questions to the mix, such as “Which of your sacred-cow beliefs need to go?” and “Which absolutely must remain?”
We have more questions. If you have the answers, great. Ideally, we’ll work together to find them.