FOR THE EGOS & OPINIONS
A guide at the start and a mediator in the end. A well-written strategy guides all collaborators through the sea of “what-ifs…". Embraces intention and relevance, and filters out the bright and shiny tangents.
A solid strategy helps answer all the “whys and hows”. “Why did you choose this [humorous and witty or serious and dark] direction? Why did you choose this color, font, typography, etc.? Why this effect? Why swipe vs. tap? Why outdoor vs. mobile? How does this [copy tone, graphic element, prop, etc.] support our objectives? How does this nod to our brand promise? And so on.
Sans-strategy, you’re stuck with the idle “because I like it” responses. And that, is when you need the mediator.
In my humble opinion: Strategy is about busy-thinking before the busy-doing. Leave the titles at the door. Invest more in open discussions. Usher in honesty and solid deductive reasoning. The results: better team dynamics and an end-product that is worthy of bragging rights.
threads the needle
Often, we are asked to deliver creative solutions to a predetermined specific medium. Say, an ad, social media post, or a website independently vs. to the actual big-picture problem. You’re assigned to this, and so-and-so will do that. That may sound good if you’re looking to share the workload-love. But without a sound — and discerning — strategic lead and a common thread, myopia runs amok. And when the silo-born items come together, the lack of cohesion is glaringly awkward. If the only common denominator is the client’s logo, you know there’s a problem.
In my humble opinion: Social media posts, packaging, website, collateral, etc. are tactics. Tactics are not strategies; but a solid strategy can help strengthen the tactics.
In this analogy, the tactics are the tentacles. And drumroll, the head of the octopus is the “big idea.” Focus and invest there. Allow the mediums to rise as relevant extensions of the idea, not the other way around. Threading the needle provides cohesion at every level and every touchpoint. Every visual element has a defined-purpose. Every written word has an echo. One narrative.
Have you hugged an octopus today?