Process, simple.

It amazes me how messed up creative problem solving can get. Problem insights are off in the beginning, creative brief documents don’t include the root problem, tactics don’t align with the strategy - or communicate the message they were set out to do.

So many design, advertising and marketing solutions are far from the original problem. And strategy is merely a statement tacked on at the end of a case study. I see a very simple process to alleviate this. A way to leverage the problem, utilize strategy, and execute appropriately. It probably looks like a “Duh!” for a lot of you. but, here it is.

A) Define the problem area and insights.
B) Assign a strategy that leverages insights.
C) Execute tactics that support the strategy.

A,B,C, looks good on paper, err screen. But, what does it look like done right?

Problem Area and Insights
Business is slow for a construction company during the winter months.Research attributes the decline to cold weather misconceptions.
Strategy
Give potential customers reasons to believe construction is year-round.
Tactics
Provide a hard hat with earmuffs to your best customers. Use RSS to feed in area temperatures to your website - “Its -3 outside, yep we’re still working!”

What does it look like done wrong?

Problem Area and Insights
Business is slow for a construction company during the winter months.The decline is attributed to lack of brand awareness.
Strategy
Tell potential clients how fun and great your construction brand is.
Tactics
Create a podcast that talks about construction. Create an interactive lincoln log widget that communicates how fun your brand is.

Here is the deal. Its fairly easy to come up with “creative” solutions - things that are trendy, or cool, or funny or whatever. And maybe some companies can continue to sell mediocre tactics, and strategies that don’t align. But, essentially what good creative problem solving comes down to is a simplified, logical process. A, B, C And as more marketers and advertisers look for “measurable results”. The more we’re held accountable for our strategies and execution.

The solution, the approach. Process, simple.