We're all working fast and hard, but not always smart. Too often, somebody says, "we need an infographic" or "let's do a press release" and we all get right to work. In our haste to be responsive and capture opportunities, we forget to ask three important questions:

  1. What's the purpose of this communication? (we want people to think, feel, do X)
  2. Why are we doing it? (to support a business objective, etc.)
  3. How do we know it's a good idea? (research supports a particular content form or channel)

Next time you feel yourself about to reflexively make or respond to a request like this, stop! Ask these three questions and proceed only if the answers validate the action.


photo courtesy: https://amitygardens.org/2015/03/09/cmpd-update-for-the-amity-gardens-neighborhood/