There are some times in a person’s life where common sense just kicks in. The right answer is obvious and we act on it quickly and easily. Fries or tots? Tots, obviously. Do you want a regular size beer or a tallboy? Is that even a real question? Problem is, sometimes it doesn’t. Sometimes the answer is staring us in the face and our minds end up spinning in circles or overthinking to the point where common sense is no longer there. That’s where things get a little tricky.
You’re Thinking About It Wrong
I’ve worked on many strategies with many different clients over the years. The common sense way to start these projects would be to ask, “What is your goal?” and then make a determination on what the strategy should be. However, you’d be surprised at how many times the client dictates the strategy before the goal is even discovered.
If you’re in the business, you know that oftentimes a client might say “We need SEO” or “We need paid search” not really knowing if these are the correct strategies or not. They instinctively reach for these strategies based on something someone said a conference or something they read online.