Someone says “ we should … (do something)”, another person says “yes, that’s a great idea! We can do that and …”
The creativity is on a roll, the poor person taking minutes can’t keep up, and everyone is enthused with the creation of a great idea.
The next step is usually putting the idea into action. Volunteers are mobilized, an event is booked, partners are contacted, promotional material is developed (often at a cost), and the word goes out.
If you end up with a huge turnout and a smashing success, you are in tune with your market.
But, what if it didn’t turn out like you thought it would?
Generating ideas for action is a great way to tap into the creativity and expertise of the people around your board table. You are the experts who know the most about your organization’s business, so any idea you generate should be an immediate success right?
Unfortunately, many of these great ideas don’t get the response we expected. Sometimes our event or activity gets little notice, sometimes we find people are critical, with suggestions to do things differently. Worst of all is when everything is misunderstood and goes sideways with a completely unexpected negative response.
We are all in this to help, so we wonder why our ideas and efforts aren’t appreciated.
In the marketing world, actions are called tactics. The mantra is never, never put tactics before strategy.
To be most effective, come up with a strategy before launching into ideas for actions.
Define the issue or problem that you want to address. Talk to your audience, members or customers about how to do that. Find out what they want, what their attitudes and beliefs are. Maybe what they feel isn’t the same as what the experts around your board table think is the best thing to do.
Being in touch with your customers, whether they are your members, or others, is the best thing you can do to come up with the strategy.