Being in the middle of planning season, and having just gotten through the election, I’ve been thinking a lot about predictions lately.
We put a lot of effort into what we think might happen. Or maybe more accurately, what we hope might happen. And then we try to set a plan that will produce the results we’re looking for.
But if it were that easy, building a brand and slaying it year after year would be easy, too, right?
So what gives? Why don’t our plans always produce the results we want?
It’s pretty simple actually.
The plans we make usually overemphasize tactics. We focus on churning out more—more digital, more email—without defining what sets us apart from our competition. We overvalue volume and undervalue our differentiating point of view.
“More” doesn’t matter if you’re saying the same thing as everyone else. And “more” doesn’t matter if your message isn’t crystal clear.
So let me make this crystal clear. More isn’t a winning strategy. A clearly communicated unique POV is where planning should start.
But WTF are you going to say? How is it different than everyone else? Why will people care?
If you’re busy figuring out your tactics during this planning season, make sure DEFINE POV has a line in your budget.
Plan how you are going to stand out, then match your tactics accordingly.
A clearly communicated unique POV wins.