I have always believed in
having an agreed upon strategy before attempting to create any marketing
communications. While it is not a road map, it does help you decide if you have
arrived at the proper destination. And those who think that a strategy confines
their creative efforts like a straight jacket, well, I think they are loony.
Abraham Lincoln, a heck of a
creative writer, put it this way: If we could first know where we are, and
whither we are tending, we could then better judge what to do, and how to do
it.
Recently I found this video
of Dan Heath on the Idea Sandbox blog of Paul Williams, where you will invariably discover interesting articles. The
first minutes in Dan’s talk, about “in the box” and “outside the box” thinking,
are particularly relevant to the point I am making about strategy. (Full
disclosure. My book, “All You Need Is A Good Idea!” was featured on one of
Paul’s virtual book tours. Plus it is listed (twice) on his blogroll. And I’ve
never even met him!)
Enjoy the video.
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