The right questions are one of the most important parts of ensuring our work is effective for our clients. As we are approached with new opportunities from existing and potentially new clients, we are often asked about very specific capabilities. While that may be a good start to the conversation, this is when we like to think backwards.<\/p>\n
We may be told, \u201cWe need new packaging\u201d, when the need is really to define our brand, our brand voice, and packaging is certainly one of the tangible things to carry it. We\u2019ve been asked \u201cCan you build us a new website? Our current one is outdated.\u201d\u00a0 The website may not be indicative of where the brand is today, or provide a great user experience, but the real questions are what do we hope a new website will accomplish?\u00a0 Answers may be to convert better, to educate about a complex product, but now we\u2019re getting to the real heart of what we\u2019re trying to accomplish and how we\u2019re going to measure success.<\/p>\n
By starting from the outcome we often discover that what we were originally were approached to do wasn\u2019t the thing, or sole thing, that would get us there. Or we even get a better understanding of the other elements that are going to help drive towards the goal even if we aren\u2019t tasked with creating them.\u00a0 We can look at the outcome and hold the logic of how we\u2019ll get there up to the litmus test instead of trying to define the logic along the way<\/p>\n