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Decision making 101: keep it simple

November 30, 2011

Hearing decision making guru @NickTasler speak recently about effective decision making got me thinking about how marketers can apply the decision making process to planning campaigns.

Nick follows a three-step process to effective decision making:

  1. Check your “decision pulse.” Ensure the decision lines up with you or your company’s brand.
  2. Consult the anti-you. Find someone who is your opposite and ask them what they would do.
  3. Just decide. It’s that simple.

You can use these same steps in determining the right strategy to help hit marketing objectives. Whether you are in-house or working for a client at an agency, the first step in implementing any marketing plan or idea is to make sure it aligns with the organization’s brand. If not, it’s time to reconsider and find something that will support the brand, rather than go against it. Your idea to do a flash mob may be fun and trendy, but does it really support your B2B client’s brand as the best accounting firm in the Dallas market?

It is also crucial to get a second opinion. All too often, marketers can fall into the trap of talking to other marketers and patting each other on the back for our creative, excellent ideas. Talking to the CFO, an engineer or an operations person, for example, ensures that all angles are considered before launching an idea. Remember, this may not always go the way you want it to. And, you may not always take their opinion or ideas. But having additional perspective can help you make a rational decision after weighing multiple options.

Finally, just do it. I’m a strong believer in making things happen, so use this last step as inspiration to remove road blocks and find a way to implement a great idea that supports your brand.

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