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PLANNING IS FANTASTIC, but it has one big problem:

Reality gets in the way.

You go to all this work to create the fully robust plan, to get everyone on board, even to test various scenarios. It’s wonderful! But the plan was put in a binder on the shelf, never to be opened again.

Why is that?

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YOU’RE SCARED TO TAKE the next step.

And it’s not even a bet-the-farm situation, where you have to put everything on the line.  This is actually a reasonable decision, but you’re stuck on tradeoffs between different requirements and points of view.

There’s a way to break out of this paralysis.

Scientific researchers run experiments, and huge progress is made.  So let’s do the same thing here.

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BrandYOUR BRAND ISN’T WHAT YOU SAY IT IS.

It’s defined by what others think about you.

Isn’t that frustrating?  Here you’re spending all this effort and money to create a strong brand image.  Does it matter at all?

Yes, but not the way you’d like it to.

Your work at developing your identity and reputation is about how you want your organization to behave.  You see, every touchpoint makes up what the market thinks about you. Read the rest of this entry »

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