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While one could come up with a dozen things to say about any product or service, the power of a strong ad campaign comes from the fact that it’s focused. Paradoxically, a tight creative strategy is the very thing that gives a creative team the ability to create high-concept, attention-getting adver- tising. If you have a loose, wordy strategy, with no specific direction, your advertising will be all over the place.

The same is true for any aspect of business. So whether you’re in operations, finance, sales, R&D or supply chain, you need to be able to clearly state, in one sentence, what it is that you’re trying to solve. Here are some examples:

  • How can we lower our cost of goods 10% within the next 12 months without lessening our quality?

  • How can we lower out-of-stocks at Wal-Mart from 6% to 5% by the end of third quarter?

  • How can I convince our retail customer to carry two SKU’s of our new 48 oz. sizes?

  • How can we achieve customer satisfaction scores of

    • 4.5

      by July 31st?

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