The Idea should help your business. That seems common sense,
but sometimes we get caught up in our own work and miss the big picture.
Just because an Idea is wacky and memorable, doesn’t mean
it’s good.
Develop an achievable, measurable goal for your marketing,
for you growth, for your business then measure your work against it.
Just because you always spend money and time at that event
in the fall, that show in Vegas, that direct mail campaign; doesn’t mean that
it still tracks with your business goal.
Why are we doing this? What are we hoping to accomplish? How
will this get us more subscribers, sell more toilet paper, fill the seats in
our stadium?
That’s the Idea. Do what helps and not what you’ve always
done.
