The Importance of Clear Direction

Giving and getting clear direction.  It seems so simple and obvious, but is often difficult and complicated.  The importance can't be underestimated, and often makes the difference between a successful campaign and a forgettable one.

Here are five signs that the direction is fuzzy, at best.  If you see these, stop and ask more questions... or gird your loins for a Sisyphean feat:


I'll know what I want when I see it.  Promo Coders know how much I hate this lack of direction.  If you happen to hit a home run, trust me, it's just a coincidence.  This statement reflects lazy thinking with no true objective, unless you hear...

Give me something with attitude.  Your first question should be, What kind of attitude?  Aggressive?  Detached?  Confident?  Don't be surprised if this is just shorthand for...

Make it cool.  Remember that Simpsons episode where Homer became a vo actor for an animated dog, Poochie?  Backward hat and sunglasses in tow, this approach perfectly mocked the "cool" direction.  Nike has never called themselves cool, and has spent decades reinforcing their cred.  The quickie alternative, of course, is...

We need something that will go viral.  Newsflash: If you set out to make something that goes viral (without paying for it, of course), it ain't gonna happen.  The reality is, this is lightning in a bottle, and nobody really knows what will hit, even if you hear...


It should be just like x, only a little different.  Charlie can only bite one finger.  Yes, you can put up a toddler biting Marley's finger, but it  won't work.  The same goes for all that "me too" stuff you see on-air.  Just because Ford uses kinetic typography like nobody else, that doesn't mean Fiat should start using it.  Your brand should develop its own voice.  Period.

 
So, how does one overcome muddled direction?  Very simple.  

If you're giving direction, present a clear road map with plenty of room for ingenuity.  Know the brand, playing field, uniqueness of the challenge and parameters.  Then, make sure these are conveyed.  (Hint: Use active listening.)

If you're getting unclear direction, stop and ask for a clarification of the above.  What's more, try to discern if the range is 4 to 6, 2 to 9, or just 5.  (Hint: Use active listening.)

This way, there will be less last-minute panic and more time to plan the party.

-Ed Roth
edrothshow@gmail.com 

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